Includes bibliographical references.

This comprehensive textbook introduces the foundations and contemporary practices of pharmaceutical marketing and management. It covers core principles—including marketing versus selling, market environment analysis, and consumer behavior—before delving into product strategies such as portfolio management, branding, and life-cycle decisions. The book also addresses critical operational aspects like distribution channels, pricing policies, regulations affecting pharmaceutical marketing, and promotional mix strategies. Designed for pharmacy and management students, it offers case studies and real-world examples to illustrate strategic applications in the pharmaceutical industry.