Nath Sanyal, Shamindra; Datta, Saroj Kumar; Banerjee, … - In: International Journal of Pharmaceutical and Healthcare … 7 (2013) 2, pp. 175-198
Purpose – The purpose of this paper is to address how the concept of branding exists in the pharmaceutical sector and Indian market in particular; and second, how this branding technique might be modified to optimize the marketing of branded generics in India. Design/methodology/approach –...