About 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 practising 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...