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The pharmaceutical industry, one of the key industries in India, has made tremendous growth during the past three decades. From being nearly a non-existent entity in 1970, it has grown up to become a prominent supplier of health care products catering to 95% of the pharmaceutical needs of the country. The Indian pharmaceutical industry ranks fourth in terms of volume and the thirteenth in terms of value in the global pharmaceutical industry. The global pharmaceutical industry is next only to the global banking industry. In this BOOK, I have discussed the Marketing Process by the Pharmaceutical Companies, Role of Medical Representatives (MRs), Prescription Habits of the Doctors and the factors that Doctors consider while prescribing products (Medicines) of a particular Pharmaceutical Company. Pharmaceutical Company Representatives (Medical Representatives) play a key role in marketing of Pharmaceutical Products (Drugs/Medicines). Apart from this I have also discussed the changes that occurred in the Indian Pharmaceutical Industry due to impact of GATT and WTO Agreements. Hardeep Singh Assistant Professor & Head T&P (Ferozepur College of Engg. & Technology) R/O Amritsar-The Holy City.
