This book strives to build concepts by discussing the physicians,
pharmaceutical retailers and wholesalers responses to marketing
activities of drug companies. The pharmaceutical sector is a
cornerstone of the Indian Economy. The Indian pharmaceutical
industry is playing a key role in promoting and sustaining
development in the vital field of medicines. The book provides an
in-depth understanding of the physicians, pharmaceutical retailers
and wholesalers behaviour- the heart of pharmaceutical marketing.
It covers important material that is often missing in physicians
and pharmacists behavior texts. The management students,
pharmaceutical marketers, researchers and professionals working in
the area of pharmaceutical marketing would find this book as useful
reference.
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