CHAPTER III RELATIONSHIP MARKETING – ROLE OF MEDICAL ...shodhganga.inflibnet.ac.in/bitstream/10603/43221/10/10_chapter 3.pdf · RELATIONSHIP MARKETING – ROLE OF MEDICAL REPRESENTATIVES,

CHAPTER III

RELATIONSHIP MARKETING – ROLE OF MEDICAL

REPRESENTATIVES, DOCTORS AND PHARMA COMPANIES

3.1 INTRODUCTION

In this chapter an attempt has been made to doctors relationship with

pharma company. Pharma company is concerned, its marketing channel

requires a minimum of two parties. In particular, as far as manufacturer of

prescription drugs is concerned, the law requires that at least one

intermediary stands between the manufacturer and the customer, that is the

doctors. It is illegal for the manufacturer to sell prescription drugs directly to

the patient. Therefore, the doctor plays a pivotal role in pharmaceutical

marketing channels and indeed in pharmaceutical marketing activity, as a

whole. Without the prescription of a doctor no ethical drug can be dispensed

by the retailer to the patient. The doctor is the decision maker and his role in

the distribution channel is vitally important to promote the sale of

pharmaceutical products. Hence, an attempt has been made to analyse the

relationship marketing with the doctors, medical representatives and pharma

company. The analysis has been classified into the following heads:

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(i) Concept of Relationship marketing

(ii) Organizational prospective from the Doctors

(iii) Doctors prospective from the pharmaceutical company

(iv) Relationship between Medical representatives, and Doctors

(v) Relationship between senior managers and Doctors

(vi) Dimension-wise comparison between doctors and medical

representatives perceptions on relationship with pharma

company.

3.2 RELATIONSHIP MARKETING

Marketing is a social and managerial process by which individuals

and groups obtain what they need and want through creating, offering, and

exchanging products of value with others1.

This definition of marketing rests on the following core concepts:

needs, wants and demands; products (goods, services and ideas); value, cost,

and satisfaction; exchange and transactions; relationships and networks;

markets; and marketers and prospects. These concepts are illustrated in the

Chart.

1 Philip Kotler, Marketing Management, 13

th Edition Prentice Hall of India,

New Delhi, 2009, p.14.

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CHART 3.1

THE CORE CONCEPTS OF MARKETING

Needs, Wants and Demands

Products

(goods, services and ideas)

Value, Cost and Satisfaction

Exchange and Transactions

Relationship and Networks

Markets

Markets and Prospects

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Marketing is the process of planning and executing the conception,

pricing, promotion, and distribution of ideas, goods, and services to create

exchanges that satisfy individual and organizational goals2.

Relationship marketing is the practice of building long-term satisfying

relations with key parties –customers, suppliers, distributors—in order to

retain long term preference and business3.

Relationship marketing is the focus of marketing activities on

establishing, developing and maintaining cooperative, long-term

relationships. Firms today are devoting considerable attention to building

sustainable competitive advantages by developing and maintaining close

cooperative relationships with a limited set of suppliers, customers and

channel members. The attractiveness of this approach for building

competitive advantage has led many marketing scholars to suggest that

relationship marketing is the new marketing paradigm.

2Peter D. Bennett, Dictionary of Marketing Terms, 2

nd Edition, Chicago:

American Marketing Association, 1995.

3 Martin Christopher, Adrian Payne, David Ballantyne and Regis Mckenna,

Relationship Marketing, Reading MA: Addison Wesly, 1991, Relationship Marketing:

Bringing Quality, Customer Service and Marketing Together, Oxford, England

Butterworth Heinemann, 1991.

85

Relationship marketing appears to be the backbone of the pharma

company, as evidenced by the continual increases in the number of Medical

representatives.

3.3 ORGANIZATIONAL PROSPECTIVE FROM THE DOCTORS

THROUGH RELATIONSHIP MANAGEMENT

The ultimate aim of relationship marketing in pharmaceutical is, to get

prescription from the doctors and the purpose is to treat the patient’s illness.

In the pharma company prescription can be defined as follows:

A prescription has many functions both apparent and latent.

The different definitions of a prescription are:

“Art of compounding defines a prescription as “an order written by

the doctors, dentist, veterinarian or any other licensed practitioner directing

the pharmacist to compound and dispense medication for a patient and

usually accompanied by directions for its administration or use”.

“Prescription”, in its verb form may also refer to the act of issuing the

order by the licensed practitioner. A doctor may “prescribe” rest, diet and

exercise without giving any medicines on, certain occasions”.

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“Dictionary definition of “prescription” may refer to the directions for

administration”.

In deed of “prescription” serves a broad spectrum of functions. The

most familiar functions of a prescription are that it serves as:

A means of communication between the doctors, patient and

pharmacist.

Legal authorization for dispensing “legend” drugs.

Therapeutic record source.

A method of therapy.

A means of clinical trial.

Thus, we can see that “prescription” is more than an exchange

process. For quite some time, prescriptions have been used to study

treatment patterns and predict and analyze markets for various therapeutic

categories in a number of countries.

In today's highly competitive pharmaceutical marketing arena,

discerning marketers are increasingly concentrating on studying prescription

trends and the prescribing behaviour of doctors.

87

The organization expectations from the doctors through relationship

management are:

To generate and increase good numbers of prescription.

To generate and increase good numbers of prescriber base.

Brand establishment.

Satisfying customers need and developing Loyal Customers.

Growth in sales.

To establish the company as well as product image at market place.

Profitability and

Service to human welfare.

(i) To Generate and Increase Good Number of Prescription

In pharma company doctors are the back bone of the their business. In

this context, their major objective is to generate more number of

prescriptions from each and every doctor whom they are meeting. Through

relationship marketing, they want to increase demands for their brands

obtained through the patronage of the doctors.

88

(ii) To Generate and Increase the Prescriber-base

In relationship marketing, all Pharma companies would like to

increase their prescriber-base through various marketing activities by their

Medical representatives. The steady increase in the number of doctor’s

prescriptions enhances the sale value of their medicine.

(iii) Brand Establishment

Through relationship marketing, they can popularize their brands by

increasing the number of prescriptions and prescribers base. Thereby they

get good business returns as well as better brand image at market place.

(iv) Satisfying Customers Need and Developing Loyal Customers

Relationship activities, if successful in propitiating the doctors in all

aspects, he will recommend their company brands continuously and will

become Loyal customers leading to good business returns.

(v) Growth in Sales

If a company develops a large number of Loyal customers for their

brands, automatically the sales of that brand will go up.

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(vi) To Establish the Company as well as Product Image at Market

Place

Through relationship marketing pharmaceutical companies want to

establish their company image as well as products image by increasing sales

volume at market places.

(vii) Profitability

A business organization's ultimate aim is to make profit. Through

relationship marketing only they can achieve their goals.

(viii) Service to Human Welfare

In general all pharmaceuticals products should help the human beings'

welfare. Most of the pharmaceuticals companies market good quality

products with affordable prices to serve the human needs.

All these activities happen only through doctors’ relationship

marketing.

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3.4 DOCTORS PROSPECTIVE FROM THE PHARMA COMPANIES

The following factors are very vital expectation from the Pharma

companies by doctors.

Scientific Information and Educations

Quality products

Solution to their Patients problems

Patients' benefits

Regular visits by Medical representatives and senior managers

Satisfying their needs or Sponsorship

(i) Scientific Information and Education

Doctor’s practice in today's environment, scientific information and

education are vital one to update their knowledge, thereby they will be able

to serve their patients in a better way. So all doctors are expecting good

scientific information (like leave behind literatures, reprints, clinical trails

data) or scientific education like Continuing medical education and

Continuing Technical education (like laser, cosmetic surgery), from the

pharmaceutical companies.

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(ii) Quality Products

Generally all doctors expect good quality products and product range

to satisfy their patients' need from the pharmaceutical companies.

(iii) Solution to their Patients' Problems

Doctors always look forward to good practical solution from the

pharmaceuticals companies to solve their patients' problems through

innovative products or services (like patients' education programme).

(iv) Patients Benefits

Doctors are more keen on patients' welfare. So they expect from

pharmaceuticals companies to market the products that give good results

quickly at affordable prices.

(v) Regular Visits by Medical Representatives and Senior Managers

Doctors always look forward to the visit of the medical

representatives and managers to their clinics or hospitals at regular intervals.

92

(vi) Satisfying Their Needs or Sponsorship

Doctors are expecting good support from pharmaceuticals companies

to satisfy their clinics or hospitals or personal needs or sponsorship to attend

national and international conferences.

These are the expectations from the pharmaceuticals companies by

Doctors.

The doctors consider two major factors while they prescribe the drugs

which are scientific benefit or commercial and both benefits. Scientific

information includes editorial contents of medical journals, articles

published in medical journals, other doctors' experience, clinical

pharmacologists and research publications, product information

monographs, and literature published by pharmaceutical companies,

advertisements in medical journals detailed talks by medical representatives,

clinical trail reports, seminars and symposia conducted by drug companies.

Commercial benefits include products offer, clinical supports, Gifts

and sponsorship.

93

3.5 RELATIONSHIP BETWEEN MEDICAL REPRESENTATIVES

AND DOCTORS

Medical Representatives plays a key role in the formation of long-

term relationship between company and Doctors. In this context, personal

selling is the most important and effective of all the elements of promotional

mix in pharmaceutical marketing. It can increase awareness, create interest,

lead the doctors to evaluate, induce them to try their products and after

successful trial persuade them to use and reassure them to use repeatedly.

Personal selling, to be effective, should have the support of advertising, sales

promotion and publicity. These other elements of the promotional mix create

a favourable climate and get the Medical representatives of a company the

much needed welcome at the enhance.

Doctors want more from pharmaceutical sales representatives than

just a quick sales pitch and drop-off of samples. They want a collaborative

relationship with sales representatives (medical representatives) as trusted

partners to gain access to relevant information and tools that will help their

practice. Developing a collaborative approach can result in increased access

to doctors and increased sales representative productivity.

94

In the pharma company, sales representatives are charged with

providing credible product information to doctors, in an increasingly

constrained environment, that is PhRMA (Pharmaceutical Researcher and

Manufacture Association) guidelines, reduced doctors’ access, increased

numbers of sales representatives and so on. The end result is that doctors are

spending less time with pharmaceutical sales representatives. (It is

applicable in specially US market) Whereas in India due to Fringe Benefit

Tax (FBT) and more number of Medical representatives visiting to the

doctors clinics, thereby doctors are frustrated (some times) and reduce their

interview times with pharmaceutical Medical Representatives.

However, doctors, as prescription gatekeepers, have historically been

the primary audience for pharmaceutical companies. This role has been

eroded by ongoing changes in how health care is paid for and who

influences, and to what degree they influence prescribing decisions. We put

this issue to the think tank, since it is reasonable to address it as a first step

in thinking about investing in doctor’s relationship.

The doctor's most direct point of contact with a pharmaceutical

company is the pharmaceutical sales representative medical representatives,

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many of whom provide these types of benefits. It is reasonable, therefore, to

expect that the benefits gained from interacting with pharmaceutical sales

representatives would translate into doctors holding positive perceptions of

these representatives. However, any negative element in the customer-client

(doctors-representative) relationship lays the groundwork for negative

outcomes: refusal, denial, or passive aggression.

Because sales representatives are a significant source of information

in an area fraught with the potential for harmful consequences, it is

important for doctors to hold positive perceptions regarding a

pharmaceutical sales representative's drug, company, knowledge, values and

so on. These positive perceptions are necessary in order for the doctors to

see the information provided as being credible and to have confidence in

prescribing the drug.

3.6 RELATIONSHIP BETWEEN SENIOR MANAGER AND

DOCTORS

In pharma company senior managers' role are very vital in every

aspect. Moreover senior managers' visit will enhance the relationship with

their customer like Doctors. This relationship will satisfy the ego of doctors.

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During last 10 years medical practitioners also have undergone

tremendous changes. They almost vacillated from professionalism to

commercialism. Pharmaceutical companies are also equally responsible for

making a number of small scale companies gullible. As many as 16,000

companies find their ways to reach practitioners in innovative ways. As a

result 40, 50, 60 brands try to find out individual ways to get the

prescriptions from these practitioners. After all survival is of the fittest. In

this context, if Pharma Company wants to succeed in their business they

must develop good relationship with their doctors. So relationship marketing

is very vital in pharma company. Pharmaceutical companies are adopting so

many strategies to develop good relationship with their customer. The

purpose of this research is to understand which factors really influence them

in the context of relationship marketing.

3.7 DIMENSION-WISE COMPARISON BETWEEN DOCTORS

AND MEDICAL REPRESENTATIVES PERCEPTION ON

RELATIONSHIP WITH PHARMA COMPANY

Doctor relationship marketing is the establishment and enhancement

of mutually beneficial long-term relationships between the Doctor and

Organizations.

97

Pharmaceutical Promotional Mix

The promotional mix in pharmaceutical marketing includes personal

selling, advertising, sales promotion and publicity. These can be further

segmented for the purpose of better understanding,

(i) Personal Selling: Medical sales representative or Medical

representatives detail the company’s product to doctors, with the help of

visual aids, leave- behind-literature, product monographs, samples, gifts, etc.

which are the most important elements of pharmaceuticals promotion.

(ii) Advertising: Preparation of visual aids, leave-behind-literature,

product monographs to assist medical sales representatives in their detailing

efforts, and advertising their products in specialized media like medical

journals and souvenirs, seminars and medical symposia and mailers for

doctor.

(iii) Sales Promotion: Deciding on special bonus offers, free samples,

gifts and sponsorship.

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(iv) Publicity: Organizing medical symposia and seminars,

conducting clinical trials, conducting exhibitions, designing and executing

product publicity campaigns for truly innovative products.

All these pharmaceutical promotional mix come under seven

dimensions under three major factors which will influence the doctors to

have relationship with pharmaceutical company. These are:

Human factors

Product factors

Service factor

Human Factors Product Factors Service

1. Medical representatives 1. Product Quality 1. Scientific Support

2. Senior Managers' Role 2. Product Price 2. Sponsorship

3. Company image

This section analyses the various dimensions namely role of Medical

representatives and senior manages under Human Factors, product quality,

product price and company image under product factor, and Scientific

support and sponsorship under service factors which influence the doctors

relationship with pharma company in the study region. For this, personal

interview method was adopted with a well designed comprehensive schedule

that constitutes the statements under each dimension identified for the study.

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3.7.1 Relationship of the Perception of Doctors Relation with Pharma

Company Between Doctors and Medical representatives

Table 3.1 clearly exhibits the relationship between doctors and

Medical representatives regarding the components under the dimensions of

product factors.

TABLE 3.1

RELATIONSHIP BETWEEN DOCTORS AND MEDICAL

REPRESENTATIVES IN THE PERCEPTION COMPONENTS

UNDER PRODUCT FACTOR

Sl.

No.

Components of Product

Factors

Doctors Medical

Representative

Mean

score

Rank Mean

score

Rank

1. Quality of Product 4.58 I 4.63 I

2. Product Faster Resolution 4.24 II 4.32 II

3. Product Dosage Convenience 2.78 V 3.79 III

4. Product Acceptance by Patients 3.87 III 3.28 IV

5. Product Side effects 3.16 IV 2.25 VI

6. Product strength 2.41 VI 2.34 VII

7. Product delivery system 2.12 VII 2.77 V

Source: Primary data.

100

The analysis of data in Table 3.1 clearly indicates that both the

doctors and Medical representatives are having the same perception

regarding concern of quality of product and product faster resolution. These

factors were ranked first and second respectively by doctors and Medical

Representatives under the dimension of product factors. The other factors

namely product acceptance by patients, product side effects, Dosage

convenience of the product, product strength and product delivery system

are ranked third, fourth, fifth, sixth and seventh respectively by the doctors.

Medical representatives ranked these factors in fourth, sixth, third, seventh

and fifth place respectively.

In order to examine the agreement in perception between doctors and

Medical representatives regarding their perception, spearman's rank

co-efficient has been computed. The computed result (R = 0.75 P < 0.012)

showed that both doctors and Medical representatives are having the same

perception regarding the factors under product factors.

The relationship between doctors and Medical representatives in the

perception of components under product price is presented in the following

Table 3.2.

101

TABLE 3.2


REPRESENTATIVES IN THE PERCEPTION OF COMPONENTS

UNDER PRODUCT PRICE

Sl.

No.Components of Product Price

DoctorsMedical

Representatives

Mean

scoreRank

Mean

scoreRank

1. Premium Price 2.12 V 1.83 V

2. Moderate Price 4.41 I 2.41 IV

3. Economical Price 3.98 II 4.37 I

4. Product packing size 3.27 III 3.80 II

5. Product Presentation Look 2.79 IV 2.82 III


It is understood from Table 3.2 that both the doctors and Medical

Representatives have slightly differed in their perception regarding the

different components under product price. The components namely:

moderate price, economical price, product packing size, product presentation

look and premium price are ranked first, second, third, fourth and fifth

respectively by doctors. These components are ranked fourth, first, second,

third and fifth respectively by Medical Representatives.

102

The computed spearman rank correlation co-efficient (R=0.39,

P < 0.038) showed a poor relationship in perception between doctors and

Medical representatives regarding product price.

Table 3.3 indicates the relationship in perception between doctors and

Medical representatives regarding the components under company image.

TABLE 3.3



UNDER COMPANY IMAGE

Sl.

No.

Components of Company

Image

Doctors Medical

Representatives

Mean

score

Rank Mean

score

Rank

1. Multinational company 4.42 I 4.59 I

2. Large size Indian company 3.87 II 4.32 II

3. Medium size company 2.32 V 3.16 III

4. Research background 3.06 III 2.58 IV

5. Company image in the market

price

2.81 IV 1.78 V


The results revealed that both the doctors and Medical representatives

are having the same perceptions regarding the components namely

103

multinational company and large size Indian companies under company

image. These components are ranked first and second by both doctors and

Medical Representatives. The other components under the dimension of

company image namely research background, medium size company and

company image in the market place are ranked third, fourth and fifth by

doctors. Medical Representatives ranked these components in fourth, third

and fifth place respectively.

The computed value of spearman's Rank correlation co-efficient

(R = 0.69, P < 0.016) indicates that both are having same perception

regarding the components under company image.

Table 3.4 shows the relationship between doctors and Medical

representatives in the perception regarding the components under the

dimensions of role of Medical Representatives.

104

TABLE 3.4



UNDER ROLE OF MEDICAL REPRESENTATIVES

Sl.

No.

Components of behaviour of

Medical Representatives

DoctorsMedical

Representatives

Mean

scoreRank

Mean

scoreRank

1. Common sense 4.08 II 3.97 III

2. Effective Communication 2.47 VI 4.07 II

3. Influencing ability 2.75 V 2.27 IX

4. Regular visit 4.39 I 4.52 I

5. Product knowledge 3.05 IV 3.40 V

6. Committed person 2.06 VIII 2.35 VIII

7. Time management 1.74 IX 2.24 X

8. Value system 2.12 VII 2.74 VII

9. The company he works for 1.72 X 3.16 VI

10. Sincerity 3.73 III 3.62 IV


It is observed from Table 3.4 that both the doctors and Medical

Representatives are having same perceptions regarding the components

namely regular visit, value system and committed person under the

105

dimension of role of Medical Representatives. These components are

ranked first, seventh and eight place by both doctors and Medical

Representatives. The other components namely common sense, effective

communication, influencing ability, product knowledge, time management,

the company he works for and sincerity have been slightly different in

perception by both doctors and Medical Representatives.

The result of spearman's rank correlation co-efficient (R = 0.84

P < 0.001) indicates that there is a high relation in the perception level

between doctors and Medical Representatives regarding component under

the dimension of role of Medical Representatives.

Table 3.5 indicates the relation in the perception between doctors and

Medical Representatives regarding the components under the dimensions of

senior management personnel.

106

TABLE 3.5



UNDER SENIOR MANAGEMENT PERSONAL

Sl.

No.

Components of Senior

Management Personnel

DoctorsMedical

Representatives

Mean

scoreRank

Mean

scoreRank

1. Visiting Doctors Clinic 4.40 I 4.12 I

2. Fulfilling Doctors need in Time 4.24 II 3.17 II

3. Technical supports providing 3.14 III 3.04 III

4. Interacting frequently 2.68 IV 2.27 IV

5. Contact through phone 2.24 VI 1.81 V

6. Greetings during important days 2.01 V 1.79 VI


The analysis revealed that both doctors and Medical Representatives

are having the same perception regarding concern of visiting doctors clinic,

fulfilling doctors need in time, technical supports providing and interacting

frequently under the dimensions of senior management personnel these

components are ranked first, second, third and fourth respectively by both

doctors and Medical Representatives. The other components namely

greetings during important days and contact through phone are ranked fifth

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and sixth respectively by the doctors, Medical Representatives ranked these

components sixth and fifth place respectively.

The computed result of spearman rank correlation co-efficient

(R = 0.94, P < 0.016) showed the perfect perception regarding the dimension

of senior management personnel.

Table 3.6 indicates the relationship in perception regarding the

components under the dimension scientific factor.

TABLE 3.6


REPRESENTATIVES IN THE PERCEPTION OF

COMPONENTS UNDER SCIENTIFIC FACTOR

Sl.

No.

Components of Scientific

Factor

DoctorsMedical

Representatives

Mean

scoreRank

Mean

scoreRank

1. Product sample 4.26 I 4.37 I

2. Offering Literature 3.51 III 3.61 III

3. Conducting CME / CMTE 2.22 VI 3.14 IV

4. Support for higher Education/

Research

2.44 V 2.91 V

5. Patient Education Programme 3.18 IV 2.66 VI

6. Offering Medical Journals /

Books

3.91 II 4.07 II


108

It is clearly understood from Table 3.6 that both the doctors and

Medical representatives are having the same perception regarding the

components product sample, offering medical journals/books; and

supporting for higher education and research under the dimensions of

scientific factor. The components are ranked first, second, third and fifth by

both doctors and Medical representatives. The other components namely

patient education programme and conducting CME/CMTE are ranked fourth

and sixth respectively by the doctors. Medical representatives ranked these

components sixth and fourth place respectively.

The computed result of spearman's rank correlation co-efficient

(R=0.93 P < 0.004) showed the same perception regarding the components

under the dimension of scientific factor.

Relationship between doctors and Medical Representatives in the

perception level of components under the dimension namely sponsorship is

shown in Table 3.7.

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TABLE 3.7



UNDER SPONSORSHIP

Sl.

No.Components of Sponsorship

DoctorsMedical

Representatives

Mean

score

Rank Mean

score

Rank

1. Sponsorship for clinical needs 4.58 I 4.18 I

2. Sponsorship for Indian

Association of Dermatologists,

Venereologists and

Leprologists (IADVL)

conference registration

4.23 II 4.06 II



Venereologists and


conference stay

2.56 IV 3.20 III



Venereologists and


conference travel

3.27 III 2.79 IV

5. Sponsorship for family

members

2.35 V 2.40 V

6. Sponsorship for International

conference

2.01 VI 2.21 VI

7. Sponsorship for value gifts 1.78 VII 2.10 VII


110

It is inferred from Table 3.7 that both the doctors and Medical

representatives are having the same perceptions regarding, concern of

sponsorship for clinical needs, sponsorship for Indian Association of

Dermatologists, Venereologists and Leprologists (IADVL) conference

registration, sponsorship for family members, sponsorship for international

conference and sponsorship for value gifts under sponsorship. These

components are ranked first, second, fifth, sixth and seventh respectively by

both. The other components namely sponsorship for travel and sponsorship

for IADVL conference stay are ranked third and fourth respectively by the

doctors. Medical Representatives ranked these components fourth and third

respectively.

The Spearman's rank correlation co-efficients (R = 0.44, P < 0.018)

indicated a perfect equal, perception regarding the components under

sponsorship.

Dimension wise comparisons in the perception level are given in

Table 3.8.

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TABLE 3.8


REPRESENTATIVES IN THE PERCEPTION OF DIFFERENT

DIMENSIONS

Sl.

No. Factors

Doctors Medical

Representatives InferenceScore

value

Rank Score

value

Rank

I. Product Factors

1. Product Factors 3.24 II 3.42 II Similar

2. Product Price 2.41 VI 2.18 VII Slight difference

3. Company Image 2.34 VII 2.38 V Slight difference

II. Human Factors

4. Role of Medical

Representatives

4.11 I 4.71 I Similar

5. Senior Managers Role 2.68 V 2.33 VI Slight difference

III. Service Factors

6. Scientific factor 2.81 IV 2.95 IV Similar

7. Sponsorship 3.01 III 3.11 III Similar

It is observed from Table 3.8 that the perception levels of both doctors

and Medical Representatives are similar in majority of the dimensions

namely role of Medical Representatives, product factors, sponsorship and

scientific factor. A slight difference in perceptions was observed in other

dimensions namely product price, senior managers and company image.

Thus, it may be concluded from the analysis that both doctors and Medical

Representatives are having the similar perception in relationship marketing

between the doctors and Pharma Company in the study regions.

Documents

CHAPTER III RELATIONSHIP MARKETING – ROLE OF MEDICAL ...shodhganga.inflibnet.ac.in/bitstream/10603/43221/10/10_chapter 3.pdf · RELATIONSHIP MARKETING – ROLE OF MEDICAL REPRESENTATIVES,