3 Review(s)

13 VIRTUES OF BENJAMIN FRANKLIN AND THE 13 UNSHAKABLE LAWS OF PHARMA BRANDING Benjamin Franklin (1916), the great and highly disciplined leader and philosopher, advocated the practice of thirteen virtues for a virtuous life. He practiced religiously those virtues as one virtue for four weeks in a year. In the same vein, ’13 UNSHAKABLE LAWS OF PHARMA BRANDING’ represents the beginning of the transformation from the notoriety of ‘TRANSACTIONAL MARKETING’ to the virtuous ‘GOOD MARKETING PRACTICES’ (GMaP). Each Law is of reasonable length. I am aware that reading long passages is not preferred by my friends from pharma branding and marketing, 1.For want of time. 2.For want of attention span. These 13 UNSHAKABLE LAWS are the products of my observations, interactions, my experiences and the personal experiences shared by others, especially my dear students during brand management workshops. This book is down to earth as the 13 UNSHAKABLE LAWS are taken from the day to day happenings which readers can relate to with ease. Each of the 13 UNSHAKABLE LAWS is intended to be read, reflected, and practiced as one law for one week. That leads to 13 weeks or three months. This book, “HOW TO GET DOCTORS ADDICTED TO YOUR BRAND: 13 UNSHAKABLE LAWS OF PHARMA BRANDING” will be released on World Pharma Brand Managers Day in January 2018 at the SIES COLLEGE OF MANAGEMENT STUDIES. World Pharma Brand Managers Day is to pay homage to my respected Guru and the FATHER OF PHARMA BRANDING, Late Prof. Chita Mitra.