Marketing management is an art and science of choosing target markets and getting, keeping and growing customers through creating, delivering, and communicating superior customer value.
Pharmaceutical companies are money making corporations just like any other; they exist to create a profit. The overarching aim of corporate drug promotion, therefore, is to increase profits by raising consumer demand for pharmaceutical products. The purpose of the study is to develop a simple framework for finding out the impact of the different kind of promotional tools offered by pharmaceutical industry on the prescribing behavior of doctors. Further the study also focused on whether the perception of doctors towards various promotional tools is different with respect to demographic variables. Pharmaceutical companies are spending lot of money on promotion of their products to doctors.
Promotional strategy objectives vary among organizations. Some use promotion to expand their markets, others to hold their current positions, still others to present a corporate viewpoint on a public issue. Promotional strategies can also be used to reach selected markets. Most sources identify the specific promotional objectives or goals of providing information, differentiating the product, increasing sales, stabilizing sales, and accentuating the product's value.
