“Prescription Dynamics is a Critical Factor for Evaluating Success and Failure of Pharmaceutical Industry. -A Road Map Study at Dhanbad District in Jharkhand.”
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Abstract
Pharmaceutical industry customers are Doctor they are the high profile customer in the society. They can make the company or ruin the company ,everything depends upon power of prescription .Prescription is the tool which measure the fate of Pharmaceutical company .The qualitative analysis of the decision process of the doctor shows as a light through prescription dynamics. Marketing environment of Dhanbad is also brought out with the help of questionnaire to the retailers. Author considers the Marketing environment to analyses the potential of the market and impact of prescription dynamics towards sustainable in the competition marketing era.
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