增长市场中的战略药物市场营销管理

English | 268 pages | Routledge India; 1st edition (May 9, 2023) | 1032321644 | PDF | 10 Mb

India is the largest provider of generic drugs globally. The Indian pharmaceutical sector supplies over 50% of the global demand for various vaccines and, as a result, holds an important position in the global pharmaceutical sector. This book is a comprehensive study of pharmaceutical marketing management in the Indian context and similar growth markets.

The book introduces the fast-paced and multi-faceted discipline of pharmaceutical marketing management through an in-depth discussion on the genesis and evolution of its marketing concept. Combining theory and practice, it offers a strategic approach to pharmaceutical marketing from an organizational and business perspective and explicates the practical applications of it. Richly supported by case studies, the book brings together fresh perspectives and approaches equally useful for students and professionals.

This book will be of interest to academicians, advanced students, and practitioners of pharmaceutical marketing and pharmaceutical management. It will also be beneficial to those interested in business strategy, decision-making, and international marketing.

印度是全球提供仿制药的最大供应商。印度医药行业向各种疫苗供应超过全球需求的50%，从而在全球医药行业中占据了重要地位。这本书是以印度背景和其他类似增长市场为研究对象的综合性的医药营销管理学研究。 书中通过深入探讨其营销理念的起源和演变，介绍了快速发展的多面性医药营销管理学科。结合理论与实践，它从组织和商业的角度提出了战略性的医药营销观点，并阐释了其实用应用。本书配有丰富案例研究，为学生和专业人士提供了新颖而同样实用的观点。 这本书将对医药营销和医药管理的学术界、高级学生以及从业者感兴趣。也适用于那些对业务策略、决策制定和国际贸易营销感兴趣的读者。

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