Marketing

Authors

Kalpana V
Assistant Professor, Department of Pharmaceutical Chemistry, College Of Pharmacy, Sri Venkateswaraa University, Redhills, Chennai.
Dr. B. Senthilnathan
Professor & HOD, Department of Pharmaceutics, College Of Pharmacy, Sri Venkateswaraa University, Redhills, Chennai.

Synopsis

Marketing:

Definition, general concepts and scope of marketing; Distinction between marketing & selling; Marketing environment; Industry and competitive analysis; Analyzing consumer buying behavior; industrial buying behavior.

 

Indian and Global Pharmaceutical Marketing :

Definitions , Role in the healthcare ecosystem, Unique features of pharmaceutical marketing, Quantitative and qualitative aspects; size and composition of the market; demographic descriptions and socio-psychological characteristics of the consumer; market segmentation& targeting.Consumer profile; Motivation and prescribing habits of the physician; patients' choice of physician and Retail pharmacist. Analyzing the Market; Role of market research

Author Biographies

Kalpana V, Assistant Professor, Department of Pharmaceutical Chemistry, College Of Pharmacy, Sri Venkateswaraa University, Redhills, Chennai.

Mrs.Kalpana V MPharm, (Ph.D)., is a dedicated and passionate Associate Professor with specialised expertise in the Department of Pharmaceutical Chemistry & Analysis, College of Pharmacy, Sri Venkateswaraa University, RedHills, Chennai. With a solid academic foundation and practical understanding, she brings a unique blend of academic insight and industry relevance to her teaching and writing. She obtained her Bachelor’s & Master of Pharmacy in Pharmaceutical  Analysis from C.L. Baid Metha College of Pharmacy, affiliated with The Tamil Nadu Dr. M.G.R. Medical University. Her teaching approach focuses on real-world applications, case-based learning, and integrating current industry trends into academic discourse. She has supervised undergraduate projects and, additionally, she has taken on responsibilities as both a coordinator and mentor in a range of Academic and Institutional endeavours and has authored research papers in prestigious National and International journals.

Dr. B. Senthilnathan, Professor & HOD, Department of Pharmaceutics, College Of Pharmacy, Sri Venkateswaraa University, Redhills, Chennai.

Dr. B. Senthilnathan M.Pharm Ph.D., holds the positions of Vice-Principal, Head of the Department, and Professor in the Department of Pharmaceutics at the College of Pharmacy, Sri Venkateswaraa University, Chennai. He obtained his B.Pharm and M.Pharm degrees from Madras Medical College, Chennai, and completed his Ph.D. in Pharmaceutics at The Tamil Nadu Dr.M.G.R. Medical University, Guindy, Chennai.

With over 21 years of professional experience, including 17 years in academia and 4 years in the pharmaceutical industry, Dr.B.Senthilnathan has developed a robust expertise in teaching, research, and academic administration. He has supervised more than 50 postgraduate research projects and currently serves as a doctoral committee member for several esteemed universities across India. Additionally, he was a recognized Ph.D. research supervisor at The Tamilnadu Dr.M.G.R. University and  Bharath Institute of Higher Education and Research (BIHER), Chennai.

Dr.B.Senthilnathan has authored and co-authored over 75 research and review articles published in esteemed national and international journals. He is the inventor of six granted patents, including those from South Africa, India, and the United Kingdom. Additionally, he has authored six textbooks and contributed chapters to several edited volumes. His primary research interests include novel drug delivery systems, nanotechnology-based formulations, bioavailability enhancement, and pharmaceutical regulatory sciences.

Forthcoming

26 July 2025

How to Cite

(Ed.). (2025). Marketing. In A Glimpse of Pharma Marketing Skills and Management (pp. 1-10). Rubatosis Publications. https://press.rubatosis.org/index.php/rbp/catalog/book/14/chapter/108