CHAPTER 18
Secondary Distribution
18.1 INTRODUCTION
Sales and distribution play an important role in the successful marketing of pharmaceutical products and they have been recognized as an important function. In the pharmaceutical industry, distribution channels contribute a lot towards the success or failure of products.
The role of the consumer is somewhat passive in pharmaceutical selling, except for the fact that he initiates the process by becoming sick and completes it by buying the medicine as prescribed by doctors to cure his sickness.
A single transaction in pharmaceutical selling in terms of transfer of stock from the manufacturer to the consumer is a result of different types of activities by several people located at various points ...
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