BOOK PREVIEW

About the Book:

Transactional to Transformational Marketing in Pharma: The Science of Why and the Art of How is a ground breaking book that explores the current state of the pharmaceutical industry's marketing practices and how they can be improved. Despite being instrumental in saving countless lives and improving the health of people worldwide for over a century, the modern pharmaceutical industry has suffered from a tarnished reputation due to unethical business practices and transactional marketing. 

           In this timely and informative book, the author delves into the reasons behind pharma's fall from grace and shows how transactional marketing practices cannot build brand loyalty or reputation. Instead, the book highlights the importance of transformational marketing practices and ethical business behavior, which can lead to long-term success and customer loyalty. 

           Using real-world examples and case studies, Transactional to Transformational Marketing presents a step-by-step approach to help pharma companies transform their marketing practices. From understanding the importance of customer-centricity to leveraging digital technologies, this book provides practical tips and strategies that can be implemented immediately. 

Contents:

1.    Pharma’s Reputation on a Slide

2.    Ethics in the Pharmaceutical Industry

3.    Unethical Marketing Practices in Pharma

4.    Transactional Marketing

5.    Restoring Pharma’s Reputation

6.    Transformational Marketing in Pharma

7.    Transformational Marketing in Pharma: Two Case Studies

8.    Transformational Marketing the Winner’s Checklist Two Case Studies

About the Author:

Subba Rao Chaganti has a master’s in business administration and over fifty-two years of pharmaceutical marketing experience covering the whole gamut and all facets of marketing, from sales management to product management to heading the total marketing activity. His experience covers domestic and international marketing and the Indian and multinational sectors.

For a few years, he taught a course on advertising and brand management at the GITAM Institute of Foreign Trade (now part of the GITAM University) at Visakhapatnam and a course on international marketing at Jawaharlal Nehru Technological University (JNTU) at Hyderabad in India as a visiting faculty. He lives in Hyderabad, India. 

Here is a list of his published books:

1.    Pharmaceutical Marketing in India: Concepts, Strategy, and Cases (1990)

2.    Game Plans for Post-Gatt Era: Action Agenda of the Indian Pharmaceutical Industry (1999)

3.    Pharmaceutical Marketing in India, Revised Edition, (2005)

4.    Compete or Forfeit: Strategies for Sustainable Competitive Edge in Pharma Product Patent Era (2007)

5.    Pharmaceutical Marketing in India for Today and Tomorrow:25th Anniversary Edition, (2018)

6.    Bullseyes and Blunders: Lessons from 100 Cases in Pharmaceutical Marketing (2019)

7.    Digital Pharma Marketing Playbook: Winning with the New Rules of Engagement (2020)

8.    Cracking the Generics Code: Your Single-Source Success Manual for Multi-Source Products (2021)

9.    Reimagine Pharma Marketing: Make it Future-Proof! (2023)

10.    Brand Positioning in Pharma (2023)