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Unit 1 - Pharma marketing management
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Marketing:
Definition, general concepts and scope of marketing
Distinction between marketing & selling
Marketing environment
Industry and competitive analysis
Analyzing consumer buying behaviour
Analyzing industrial buying behaviour
Pharmaceutical market:
Quantitative and qualitative aspects
Size and composition of the market
Demographic descriptions and socio-psychological characteristics of the consumer
Market segmentation & targeting
Consumer profile
Motivation and prescribing habits of the physician
Patient's choice of physician and retail pharmacist
Analysing the Market
Role of market research
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