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.
ABOUT THE AUTHOR Anshul Kaushesh
Anshul Kaushesh is a Faculty Member at ICFAI Business School, Bangalore, an affiliate of the ICFAI University. She holds a Post Graduate Diploma in Management from Indian Institute of Management, Kozhikode. Prior to joining ICFAI, she was working with UTI Bank. She has over two years of experience in teaching and editing. She has written several articles on marketing issues in various journals and business newspapers. She is a member of Board of Editors of ICFAI. Her areas of interest are marketing strategy, direct marketing and advertising. She is also the Consulting Editor for "Marketing Mastermind", a monthly digest magazine published by ICFAI Press.
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