Marketing Practices in Pharmaceutical Industry

ISBN-13: 9783659206849 / Angielski / Miękka / 2013 / 208 str.

Taneja Girish

Opis

Pharmaceutical marketing is a specialized field where medical representatives form backbone of entire marketing effort. Pharmaceutical company also appoints medical representatives and assigns them defined territories. Medical representatives meet doctors, chemists and stockists as per company norms. Medical representative try to influence prescription pattern of doctors in favour of their brands. Pharmaceutical distribution channel is indirect with usually three channel members i.e. depot, stockist and chemist. Pharmaceutical company appoints one company depot or C&F agent usually in each state and authorized stockists in each district across the country. Company depot sends stocks to authorized stockists as per the requirement. Retail chemists buy medicines on daily or weekly basis from authorized stockists as per demand. Patients visit chemists for buying medicines either prescribed by a doctor or advertised in media. This research explores Indian pharmaceutical marketing system , physicians and chemists expectations from pharmaceutical company.

O autorze

Dr. Girish Taneja,Professor in Marketing Management at School of Business, LPU,has accomplished a research project at Northampton Business School, England through a research grant awarded by UKIERI.He has been awarded Best Research Paper Presentation by AIMA. His research focus is Pharmaceutical Marketing, Green Marketing, Retail and Advertising.