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Please use this identifier to cite or link to this item: http://hdl.handle.net/2259/350

Title: OTC Drug Marketing – Global Trends and Indian Experiences
Authors: Paninchukunnath, Ajith
Keywords: Over the Counter Drugs,
Pharmaceutical Company
Continuous Pharmacist Education
Corporate Social Opportunity
Issue Date: 10-Apr-2007
Publisher: Indian Institute of Management Kozhikode
Abstract: This paper takes a look at the OTC drug marketing at a global level with special focus on US and Indian markets. The first section deals with changing consumer and his environment which is followed by a brief introduction to OTC segment. The second section gives an idea of the recent trends in United States OTC drug market followed by Europe and India. Section three deals with a small pilot study done by the author and the last section gives the holistic approach which Indian OTC drug marketing firms can adopt to create awareness about health and wellbeing.
Description: PART V – HEALTH CARE & MARKETING |Pages 363-370|
URI: http://hdl.handle.net/2259/350
Appears in Collections:Conference Proceedings
International Conference on Marketing and Society

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