The book integrates marketing concepts with the uniqueness of the pharmaceutical marketplace in a refreshingly simple, direct and reader-friendly style. Comprehensive in its coverage and versatile in its treatment, the book assesses the Pharmaceutical Industry in the Indian context in an international perspective. The focus of the book is clearly and sharply on practice, application and hands-on experience. Providing experiential insights are the seventy one case studies discussed throughout the book showing how some companies have successfully applied the enduring, innovative marketing concepts and reaped rich dividends and some others have paid dearly for not exploiting the dormant opportunities lying at their doorsteps.
ABOUT THE AUTHOR Subba Rao Chaganti
Subba Rao Chaganti, the author of this book, has over thirty-five years of rich and varied experience covering all facets of pharmaceutical marketing and management. His experience spans pharmaceutical selling, sales management, brand management, marketing management, strategic planning, training and development, marketing and advertising research consultancy. Work experience covers both domestic and international marketing, and both domestic and multinational sectors. He is presently an adjunct professor at Gitam Institute of Foreign Trade (GIFT), Visakhapatnam; and a program director at ENHANZ, which focuses on designing and elivering Executive Education Programs. He has published two books: 1. Handbook of Pharmaceutical Marketing in India; 2. Game Plans for Post-GATT Era: Action Agenda of Indian Pharmaceutical Industry.
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