Here's a book that gives an insight into marketing trends in the pharma industry. It looks at the challenges of generic drugs, new product development, global competition, role of branding, direct-to-consumer advertising (DTCA), emerging sales channels like the Internet and more. The book is valuable in a time when new medicines and vaccines are being developed to fight new diseases like SARS, Avian flu etc.
This book focuses on the role of product management, which helps monitor the product through its life cycle and ensures that all stages of production are relevant to market needs. Pricing is another area discussed here. Other subjects discussed here include building supply chain excellence, creating and nurturing strong bonds and how customers judge products. This book will be useful to marketing professionals, consumers and those involved in strategy management.