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What The Pharma CEO Wants From The Brand Manager (eBook)

Overcome The Tough Challenges In Pharma Branding
Type: e-book
Genre: Education & Language
Language: English
Price: ₹195
(Immediate Access on Full Payment)
Available Formats: PDF

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The second edition of the book ‘WHAT THE PHARMA CEO WANTS FROM THE BRAND MANAGER’ has been inspired by the recent report published by Mckinsey & Company: ‘India Pharma 2020: Propelling access and acceptance, realizing true potential’.

McKinsey’s earlier prediction has turned out to be correct. The new report says that Indian pharmaceutical market will treble by 2020 and has the potential to quadruple. One salient point in this report: “New products will cease to drive growth; existing large brands would need to make up the gap.” Metro and Tier-1 markets, which have been growing at 14-15 per cent in the last five years, will drive growth in the industry. “The scale and complexity of the market is increasing as India is moving towards the global top tier,” says Palash Mitra, Partner at McKinsey & Company

This McKinsey Report has inspired me to write the second edition.

Three new chapters which will specifically address some of the issues raised in this report have been added.

One is ‘The Building Blocks of a Pharma Brand’. This will certainly become useful to the young and the veterans alike.

The second is ‘Blue Ocean Strategy for Pharma India’ – which will tell the brand managers how to create an uncontested market space and monopolize it, at least for some time. Brand building has no alternate in Pharma India!

The third is on ‘Patient-Centric Marketing’; the novel way to build a pharma brand.

Some of the text in the first edition has been made contemporary as change is inevitable.

The second edition of the book is useful to all pharma brand managers in South East Asia, Latin America and the African countries.

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About the Author

The author, Vivek Hattangadi has been associated with the Indian pharmaceutical industry for four decades, having completed exactly forty years on 15th March 2014! He has worked at every level: medical representative, product manager, training manager and head of sales and marketing.

He has been a practicing brand manager since 1986. Having worked both in sales management and brand management, he is able to empathize with the field force when preparing brand strategies. While building some great brands, he has been able to influence the field force so that the strategies of the brand management team are executed at very high levels in the field. His strategies have been pragmatic and down to earth.
He realizes that today’s market is ruled by short-term or immediate financial gains, creating barricades for the long-term process of brand building. And brand building in the Indian pharmaceutical context is healthy prescription generation.

Apart from being closely associated with the industry, Vivek Hattangadi has also turned towards academics. He has played a vital role in designing the curriculum and the syllabus for the MBA course in Pharmaceutical Management of Vidyasagar University, West Bengal. He is also a visiting faculty in many business schools.

He presents the expectations of the pharma CEO and what he/she expects from the brand managers in very simple language.

For any queries, please do write to:




Book Details

Publisher: The Enablers
Number of Pages: 142
Availability: Available for Download (e-book)

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