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Please use this identifier to cite or link to this item: http://hdl.handle.net/2259/346

Title: Exploration of parameters for brand promotion for next generation Cephalosporins and its brand Cefadur CA for Cipla Protec (A Division of Cipla Pharmaceuticals Ltd)
Authors: Lele, Adwait
Panse, Jayant
Keywords: Pharmaceutical Industry
Cephalosporins
Cipla
Issue Date: 10-Apr-2007
Publisher: Indian Institute of Management Kozhikode
Abstract: Pharmaceutical Industry is one of the most intense knowledge driven industry, which is continuously in a state of dynamic transition. Indian pharmaceutical industry is climbing up the value chain from bringing a pure reverse engineering industry focus on domestic market. The industry is moving towards basic research driven expert oriented global presence and providing wide range of value added quality product and services. The pharmacy formulation market varies radically from the consumer market in many ways. The rules governing the pharmacy market are different except a few over-the-counter (OTC) drugs. Pharma companies are not allowed to publicly market their products. Marketing has to be restricted to promotional campaigns, advertisement only in medicinal magazines, journals etc., through medical representatives. It is not a mean of mass communication, which is usually applicable to consumer products. In the process of pharmaceutical marketing, market segmentation, targeting an...
Description: PART V – HEALTH CARE & MARKETING |Pages 403-414|
URI: http://hdl.handle.net/2259/346
Appears in Collections:Conference Proceedings
International Conference on Marketing and Society

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