Indian Pharmaceutical industry has rank 3rd worldwide for production in terms of volume and 14th in terms of value.
Pharmaceutical marketing is different from other consumer industries, because Pharmaceutical marketing mainly focuses on
doctors and pharmacists that act as a target for customers rather than patients (end users). Pharmaceutical industry is highly
complex. The huge size of companies and complexities of their processes and technologies in the pharmaceutical industry
resulted in many organizational and management challenges. Techniques used Pharmaceutical marketing is different from
other marketing. Two factors have a high impact on Pharmaceutical marketing: 1) Physicians and Pharmacists behavior
towards pharmaceutical products and 2) Consumer/customers behavior toward the products. This study focuses on the different
communication and marketing strategies and tools in order to influence physician's prescriptions in favor. It is important for
pharmaceutical companies to understand the preferences
