Dr. Raveendranath Nayak, Director SOM released a book entitled “Pharmaceutical Marketing Management”

January 14, 2016


Dr. Raveendranath Nayak, Director School of Management (SOM) released a book entitled “Pharmaceutical Marketing Management,” edited by Dr. N. Udupa, Director, Research (Health Sciences) and Dr. D. Sreedhar, Head Department of Pharmacy Management, Manipal College of Pharmaceutical Sciences (MCOPS), Manipal Academy of Higher Education and published by Manipal Academy of Higher Education Press (MUP), which is their 52nd publication, on 14th January 2016 at the MCOPS, Manipal Academy of Higher Education, Manipal. The function was presided over by Dr. Vinod H. Bhat, Vice Chancellor, Manipal Academy of Higher Education.

In his speech Dr. Nayak said, “Interdisciplinary research can shed new insights and result in building theory as has happened in the chapters of the book. The application of marketing theories such as segmentation, promotional mix, consumer behavior, pricing, and channels of distribution to pharmaceutical industry has brought out whole range of new meanings to the marketing theories. The unique conditions and constraints found in pharmaceutical industry such as high cost for R&D, insufficient support or incentives from Government, low profit margins compared to R & D expenditure, and rapid product obsolescence means that marketing models need adaptation, resulting in the development of new theory.”

Dr. Nayak congratulated the authors, editors and publisher for their commendable work.