Pharmaceutical Marketing & Promotional Challenges.

      Аннотация: The pharmaceutical industry is world’s largest industry in terms of world wide revenues.The pharmaceutical industry is based on research and development,management skills etc. New drug development is a very complicated and time taking process which is one of the reason of high competition among pharmaceutical companies since they have to maintain their product in the market for a long time till arrival of another product. Product launch helps in increasing sales revenue and expanding the customer base. By introducing new products a company can also target new group of customers. The launch of new products can also influence the company expansion and new internal investments. Continuous research and planning are necessary if a company wants to achieve a successful product launch. Innovation and creativity plays a vital role in the promotion and conversion of effort into prescription. This book is an overview for all those parameters which should be considered before and after launching of a product.

Ключевые слова: Brand extension, New Drug Development, Brand merging, Pharmaceutical product launching and promotion