ABSTRACT
This chapter puts pharmaceutical marketing into the context of very fundamental concepts related to pharmaceutical marketing. An overview of pharmaceutical marketing, the evolution of pharmaceutical marketing, and the impact of CSR activity in the Indian pharmaceutical sector with an emphasis on research and development (R&D) are also included in this chapter. In this chapter, various topics like objectives, functions, and the importance of marketing of pharmaceutical products have been illustrated in an international context. The focus has been given to how the pharmaceutical marketing concept is associated with the marketing concept. The distinction between pharmaceutical marketing and selling has also been discussed in this chapter. The concept of the 7Ps connected to pharmaceutical marketing is discussed in this chapter where the readers will feel interested to read and remember these Ps in a much easier format. Overview of the global pharmaceutical industry (GPI), revenue originated from the global pharmaceutical sector for the last two decades, and the profile of the top ten global pharmaceutical companies have also been discussed in this chapter. Overall this chapter brings the fundamental concepts connected to pharmaceutical marketing which will be highly beneficial for student fraternities, practitioners, and consultants working in the pharmaceutical space.
