Transactional to Transformational Marketing in Pharma : The Science of Why and the Art Of How / Subba Rao Chaganti.

Format:

Book

Author/Creator:

Subba Rao, Ch. S. V. R., author.

Language:

English

Subjects (All):

Artificial intelligence.

Artificial intelligence--Design and construction.

Physical Description:

1 online resource (261 pages)

Edition:

First edition.

Place of Publication:

Hyderabad : Amitha Designs, [2023]

Summary:

This book by Subba Rao Chaganti explores the transformative marketing strategies in the pharmaceutical industry, inspired by the ethical overhaul led by Andrew Witty at a global pharmaceutical company. The author, with over fifty years of marketing experience, discusses the challenges and opportunities in pharma marketing, highlighting the importance of ethical practices and technology integration. The book delves into case studies, including the Vioxx incident, to illustrate the complexities and risks associated with pharmaceutical marketing. It is targeted at professionals in the pharmaceutical and marketing industries, offering insights into achieving sustainable competitive advantages through strategic marketing approaches. Generated by AI.

Contents:

Cover

Halftitle

Title

Copyrights

Acknowledgements

Prologue

Contents

List of Abbreviations

Chapter 1 : Pharma’s Reputation on a Slide

Chapter 2 : Ethics in the Pharmaceutical Industry

Chapter 3 : Unethical Marketing Practices in Pharma

Chapter 4 : Transactional Marketing

Chapter 5 : Restoring Pharma’s Reputation

Chapter 6 : Transformational Marketing in Pharma

Chapter 7 : Transformational Marketing in Pharma: Two Case Studies

Chapter 8 : Transformational Marketing the Winner’s Checklist Two Case Studies

Epilogue: Remember Rip Van Winkle?

References

Index

About the Author Generated by AI.

Notes:

Description based on publisher supplied metadata and other sources.

Part of the metadata in this record was created by AI, based on the text of the resource.

Description based on print version record.

Includes bibliographical references and index.

ISBN:

9788196146818

8196146817