MUP’s 52nd book released

A book titled, “Pharmaceutical Marketing Management”, edited by Dr N Udupa and Dr D Sreedhar (both of, Department of Pharmaceutical Management, MCOPS) was released at a simple function held in MCOPS on 14 January 2016. This is the 52nd publication of Manipal Academy of Higher Education Press. Dr H Vinod Bhat, Vice Chancellor of Manipal Academy of Higher Education and mentor of Manipal Academy of Higher Education Press presided over the function. The chief Guest Dr Raveendranath Nayak, Director, School of Management, officially released the book in the presence of a large audience, comprising invited guests, faculty members and research scholars of MCOPS. Ms Savitha Shastry in her welcome address said that MUP has been publishing one book every month since its inception in 2011. She further said that MUP has already published four books in pharmacy. She lauded Dr N Udupa for his enthusiasm and in having a book-per-year target. Dr Raveendranath Nayak emphasised on the marketing strategies discussed under eight chapters in the book. He remarked that these are ‘the bread and butter topics of marketing that are applied to Pharmaceutical Industry. The book discusses about segmentation and promotion of market, consumer behaviour and pricing as well as clinical research and ethics. Dr H Vinod Bhat remarked that MUP has not focussed on any specific stream or subject in publishing books. However, the emphasis is on maintaining the quality along with quantity. “I take delight in diversity, we must encourage profligacy in writing”, he added. Dr N Udupa recalled fondly his association with Manipal Academy of Higher Education Press. He also congratulated the copy editing team and the authors for the successful accomplishment of the book. Dr Manthan Janodia, who compered the function, also proposed the vote of thanks.