Strategic Trends on the Promotion of Pharmaceutical Products by MNC’s in India
Keywords:
Media communication, Strategy, MNC, Indian pharmaceutical marketAbstract
This paper gives insights on how Indian MNCs in the pharmaceutical sector are strategically looking at the promotion of their products in the changing global environment. Specifically the study focuses on the strategic used of media by the Indian MNCs to communicate their brand to the various stakeholders. The pharmaceutical industry looks at least 10 different media to promote their brand. This study identifies the strategic important media that is significant to the pharmaceutical MNCs in India. On this basis a focused study showed the strategy trend of communications used by the top MNC in India that enables formulation of effective marketing strategies by leading pharmaceutical MNCs in the Indian market.
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