marketing project laptop
TRANSCRIPT
CARDKEM PHARMA PVT. LTD
1. INTRODUCTION
1.1. Introduction is the first chapter of the project report through which the researcher
introduces the research topic to the readers. The main function is to say what the report is
about, what work has already been done on the subject and what new grounds are
covered in the present study.
Since the introduction sets the scene and prepares the reader for what is to follow, take
utmost care in writing it. It should be object oriented and must be clear. The introduction
to a report states in a forthright manner what you are going to discuss and does not admit
of any vagueness. Thus, the Introductory chapter should cover following points:
Basic Theoretical concepts
Statement of the problem & Significance of the problem
Objective of your study, i.e. Purpose of you choosing the topic
Scope of your study & Limitations
Definitions of terms used and symbols.
Basic Theoretical Concepts: For small scale industry like CARDKEM PHARMA PVT.
LTD, the dealers play the main role in the organization. Grab the more and more dealers is very
important, so to make them happy and to apply the strategies to keep them retain within the
organization it is necessary to understand their demand and also the different strategy of the
competitors.
Objectives: To understand the market behavior of pharmaceutical industry in terms of
grabbing more dealers for more sales and retention of existing dealers and also to understand the
work culture of private Sector based organizations.
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CARDKEM PHARMA PVT. LTD
1.2 Objectives of the study
1) To understand about the marketing strategies of small scale pharmaceutical company in
terms of dealer’s accumulation and their retention.
2) To understand how to approach communicate with the dealers and manufacturers of the
final API (Active pharma ingradient).
3) How web based services and telephonic services are useful for B2B marketing.
4) To know the dealer’s or manufacturer’s responses regarding the stocks provided by the
CARDKEM.
5) To understand the competitor’s strategy of retaining the customer as compare to
CARDKEM.
6) What are the main demands of the dealers/manufacturers?
1.3 Significance of the study:
Here the student is expected to write:
Why he/ she conducted this study
Sources of key originating research
The selected problem in the theoretical context of the concerned discipline should be
specified.
1.4 Limitations and future scope:
Limitations: the company is very small firm so the large manufacturer didn’t response
quickly.
Scope: Scope of your study must mention the topical, functional as well as geographical
scope of your study.
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CARDKEM PHARMA PVT. LTD
2. COMPANY PROFILE
Promoted by professionals, Cardkem started operations in 1993 and currently is a Rs 250
million (US $ 6.25 million) turnover group…. with business interests in manufacturing API
intermediates, bromine compounds, other fine chemicals as well as in contract manufacturing….
in dedicated and multipurpose facilities having about 25000 liters of glass lined reactor capacity
and 75000 liters of SS reactor capacity, installed and under installation….. With an ambitious
target to doubling the turnover to over Rs 500 million in 3 years.
Cardkem was established in 1993 by professionals, as a manufacturer of API intermediates and
fine chemicals - with a vision to be one of the best in the products and the markets that it
serves. And over the years, Carkem has indeed become the largest players in drug intermediates
like pyridine hydrobromide, pyridine hydrochloride and fine chemicals like pyridinium bromide
perbromide, with a current turnover of Rs 250 million.
Cardkem is restructuring its existing operations and further strengthened its team in
preparation for a growth in the focus areas of -
• Intermediates for API / bulk drug’s manufacturers, with a range of products identified for
contract manufacturing.
• Organic and inorganic chemicals – more specifically bromo compounds used in bromo
aceylations, bromo condensations, brominating agents etc including range of byproducts
and other related recovered chemicals.
• Intermediates for API / bulk drug’s manufacturers leading to cephalosporin’s - both sterile
and non sterile, with a range of products identified for contract manufacturing.
• Custom synthesis on laboratory scale, with marked interest in impurities required for
impurity profiling in drug synthesis.
A quiet transformation is in progress - to serve the existing customers with better products, with
cleaner technologies, and a host of existing / new customers with a range of new introductions
3Impact of B2B Marketing on pharmaceutical Industry
CARDKEM PHARMA PVT. LTD
and a host of tailor made solutions for lasting associations.
As an organization, Cardkem is a team of about 100 personnel. Senior technical personnel
handling key portfolios of manufacturing, quality assurance and research and development are
all having large / varied exposure to manufacturing bulk actives both for inland and overseas
markets.
Carkem endeavors to work to the best of our ability to consistently provide high quality products,
along with the tailor made solutions / custom synthesized intermediates according to specific
requirements. Our development teams of scientists along with commercial personnel review the
requirements from the time customers’ enquiries are received. Marketing is therefore primarily
handled directly.
Location
The manufacturing facilities are located in western India, in the state of Gujarat, located 350
KM north of Mumbai, on National highway - 8 connecting Mumbai to the capital of India- New
Delhi. It is about 10 KM south of Bharuch railway station and about 80 KM south of Vadodara,
the nearest airport.
Plant
At a site spanning about 10000 sq m, three existing plants that are currently being restructured
and upgraded, and four additional plants, that are in different stages of completion would
provide a complement of one pilot plant, three dedicated plants and three that would be
of multipurpose configurations suitable for manufacture of various groups of products.
The facilities have about 25000 liters of glass lined reactor capacity and 75000 liters of SS
reactor capacity - installed and under installation, and consist of typical configurations common
to such industry. The plants are being engineered through reputed and experienced engineering
consultants to cater to the critical process requirements, and safety of plant, personnel and
product.
Adequate supporting utilities in terms of gas fired steam boilers, thermopac boiler, cooling
towers, refrigeration – brine / chilled water, vacuum / high vacuum, and captive power
4Impact of B2B Marketing on pharmaceutical Industry
CARDKEM PHARMA PVT. LTD
generation sufficing standby / emergency requirements have been provided. This would enable
maintenance of defined process parameters critical to product quality.
Company’s engineering personnel, including the trained technicians provide break down,
preventive and corrective maintenance. Critical systems are covered with annual maintenance
contracts with service agencies to periodically monitor the performance. Instruments are
covered by a calibration plan with established traceability and adequate records are maintained.
We also focus on continual improvements in energy–fuel/ resource conservation.
As a commitment towards quality, we are also actively pursuing and upgrading our systems and
facilities towards simultaneously achieving ISO 9001:2000 by the end of the year.
Research & Development
First focus is to look for sustainable growth - and we continually innovate towards cleaner
technologies.
Second focus is to sustain the satisfaction levels of existing customers, and we incorporate…
improvements to the existing products in terms of better purities, lower costs, quicker deliveries,
as well as customer specific use of process chemicals / process conditions for customer specific
product synthesis.
The prime focus is more and more products. And to match our growth plans, we at Cardkem
have invested our time and money for various newer technologies, products.
Cardkem has our very own R&D centre - a project that is to be completed and functional by the
end of the calendar year 2008. With a dedicated and a focused team, and a matching
infrastructure, it plans to consolidate ourselves among the leading names of such industry.
5Impact of B2B Marketing on pharmaceutical Industry
CARDKEM PHARMA PVT. LTD
Product List
Bromine Compounds
Sr. No. Used in synthesis for /
of / as
Description of
product/Intermediate
product
CAS
No.
Level of scale up
1 Chemical
synthesis
Pyridine
Hydrobromide
18820-82-1 Plant
2 Brominating
Agent
Phosphorous
Tribromide7789-60-8 Plant
3 Chemical
Synthesis
Ethyl triphenyl
Phosphonium Bromide
1530-32-1 Plant
4 Bromo acylations Acetyl Bromide 506- 6-7 Plant
5 Bromo
AcylationsPropionyl Bromide
598-22-1 Plant
6 Bromo Mineral
Acid
HBr, 33% in Acetic
Acid
10035-10-6 Plant
7 Brominating
Agent
Pyridinium Bromide
Perbromide
39416-48-3 Plant
6Impact of B2B Marketing on pharmaceutical Industry
CARDKEM PHARMA PVT. LTD
API Intermediates
Sr. No. Used in synthesis
for / of / as
Therapeutic
group
(for drug
intermediates
)
Description of
product/Intermediate
product
CAS
No.
Level
of scale
up
Sodium Salts of
Non Sterile /
Sterile Products
- Sodium 2-Ethyl
Hexanoate
19766-89-
3
plant
2. Carvedilol Anti
Hypertensive
4-Hydroxy Carbazole 52602-39-
8
Plant
3. Ondansetron Antiemetic 1, 2, 3, 9-Tetrahydro-4H-
9-Carbazole-4-One (n-
Methyl Carbazolone)
27387-31-
1
Plant
4. Venlafaxine Anti
Depressant
2-(1-
Hydroxycyclohexyl)-2-
(4-Methoxyphenyl)
Acetonitrile
Plant
5. Venlafaxine Anti
Depressant
1-(2-Amino-1-(4-
Methoxy Phenyl) Ethyl
Cyclohexanol
130198-
05-9
Plant
6. Chloramphenicol
Sodium Succinate
Sterile
Anti Bacterial Chloramphenicol
Succinate
982-57-0 Plant
Cephalosporins / related intermediates
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CARDKEM PHARMA PVT. LTD
Sr.
No.
Used in
synthesis for /
of / as
Therapeutic
group
(for drug
intermediates)
Description of
product/Intermediate
product
CAS
No.
Level of
scale up
1. Cefexime
Trihydrate
Anti Bacterial (Z)-2-(Tert-
Methoxy Carbonyl-
Methoxyimino)-2-
(2-Aminothiazol-
4-yl) Acetic Acid
(MICA Acid)
_ Plant
2. Cefexime
Trihydrate
Anti Bacterial S-2-Benzothiazolyl
(Z)-2-(2-Aminothiazol-
4-yl)-2-Methoxy-
Carbonyl-Methio
Acetate (MICA
Ester)
_ Plant
Other compounds
Sr. No. Used in synthesis
for / of / as
Therapeutic
group
(for drug
intermediates)
Description of
product/Intermediate
product
CAS
No.
Level
of scale
up
1. Chemical
Synthesis
- Pyridine 110-86-1 Plant
2. Chemical
Synthesis
- Pyridine Hydrochloride 628-13-7 Plant
3. Group
Protecting agent
- Tri Phenyl Phosphine 603-35-0 Lab
8Impact of B2B Marketing on pharmaceutical Industry
CARDKEM PHARMA PVT. LTD
3. RESEARCH METHODOLOGY
2.1 Methodology Details
Research is a process and series of actions or steps necessary to effectively carry out
research. A good research would always require researcher’s contribution in terms of
energy, time and money. This includes following points:
Research plan, Design, i.e. in simple words, how you would carry out the research?
The research design, I have choosen for my study is DESCRIPTIVE RESEARCH
DESIGN. The results from a descriptive research can in no way be used as a definitive answer
or to disprove a fact.
2.2 Sources of Data:
a. Primary Data :-
Web based interview and telephonic interview used for research study was self
developed. Data is collected from dealers and manufacturers, then data was processed
and analyzed to reach conclusion.
b. Secondary Data :-
Secondary data is collected with the help of detail information in soft copy provided by
the project guide, from website, from chemical weekly and another pharmaceutical
related magazines etc.
2.3 Sampling procedures:
As the sample size of dealers and manufacturers to whom researcher was dealing is very
small. The interview is to be taken for only 8 consumers of the Bromo compounds. From
which only 6 are interested to share the information. From which 4 are the manufacturer and
2 are the major dealers of API products.
Defining the target population.
The entire consideration of items from which sample is selected is called the population. As
company is producing bromine compounds which is largely used in most of the
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CARDKEM PHARMA PVT. LTD
pharmaceutical companies. So there is a pharmaceutical companies from whole world as a
target population.
Selection of sampling method
The Sampling method decides the way in a manner sample is selected.
Researcher has used Simple random sampling method for her survey of summer project.
2.4 Collection of Primary Data:
Discussion with the authority: in this method I have discussed the issue with
the Authority and thus information or data for the research was gathered.
Interview: In personal interview I asked respondent to give answers of the
related questions and thus collect the required information.
Structured interview:
Questions to be asked by the researcher have been planned in advance. So it is a type of
structured interview. Open-ended and close-ended both type of questions is to be asked
by researcher.
4. Web based interview :
Researcher has collected the information personally by Online chating and web based
questions which have been asked by researcher.
5. Telephonic interview:
Researcher has collected the information through telephonic interview by approaching to
the dealers and manufacturers of different region.
In this method a questions is to be asked by researcher to the respondent with a request to
answer and coordinate her.
Steps Involved in questionnaire construction:-
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11Impact of B2B Marketing on pharmaceutical Industry
Decide on the content of Individual questions
Types of questions
How to ask questions to them
Sequence of the questions
At which time interview should be conducted
To find out the appropriate person for interview
Collect and record the data properly
CARDKEM PHARMA PVT. LTD
First step - what type of individual questions are included- it depends upon the nature of the
study.
- The questions that put the great strain on the memory of respondent should not be
included.
- Complicated questions should be avoided.
- Questions of personal character should be avoided.
- Questions are included in such a way that respondent should give the information
voluntarily.
Types of questions-
Open ended questions-
In this type of question I asked openly and they give answer based on their experience in
dealing with company.
Close ended questions-
In this type of question I asked in which the dealers has to only mark the answer
according to their likes and dislikes.
Here in web based and telephonic interview only open ended questions are possible.
Wording of questions:-
- It should be clear and simple.
- Should be easily understood.
- Should convey only one thought at a time.
- Any sort of misunderstanding can do irreparable harm to a survey.
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Pre test of questionnaire:-
- Respondent understood all the questions.
- Does the opening question generate interest?
- The wordings are proper or not.
- The pre-testing ignore the deficiency in the questionnaire.
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4. DATA ANALYSIS AND INTERPRETATION
Name of Manufacturer:
1. DSM company (Purchase Manager, Mr. Naveen Aggrawal), Noida, UP.
2. Cebon India Limited (Purchase manager, Mr. Rakesh Girdhar), New Delhi.
3. Inject care Parental pvt. Ltd (Marketing Manager, Mr. Mahesh Patel), vapi,
Gujarat.
4. Orchid chemical & pharmaceuticals (Purchase Manager), Tamil nadu.
5. Aurobindo pharma Ltd. , Hydrabad, Andhra Pradesh.
6. Ranbaxy Laboratories Ltd., Himachal Pradesh.
Name of the dealer/ distributor/ traders
1. Oceanic pharmachem pvt. Ltd (trader/distributor), Mumbai.
2. Jai radhe sales (trader/distributor), ahmedabad, Gujarat.
How the requirement of the manufacturer/dealer is got known?
a) Through trading website
b) Through company’s
product list
c) Chemical weekly
d) Cold call
50%
12.5%
25%
12.5%
No. of respondent
Trading websiteCompany's product listChemical weeklyCold call
Interpretation: Majority 50% manufacturer make their buyer lead through
trading websites.
14Impact of B2B Marketing on pharmaceutical Industry
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Got Requirement
a) Yes b) No
75%
25%
No. of Respondent
Yes No
Interpretation: researcher has taken 8 manufacturer/dealers/traders as sample
size. But from that only 6 were ready to give response.
The following details are collected from the company.
DSM
Company
Inject
care
Parental
pvt. Ltd
Aurobindo
pharma
Ltd
Orchid
chemical &
pharmaceuti
cals
Ranbaxy
Laboratori
es Ltd
Oceanic
pharmachem
pvt. Ltd
Product Sodium
2-ethyl
Hexanoic
Acid
Sodium 2-
ethyl
Hexanoic
Acid
Sodium 2-
ethyl
Hexanoic
Acid
Sodium 2-
ethyl
Hexanoic
Acid
Ethyl
triphenyl
phosphoniu
m Bromide
5-
Aminosalicylic
Acid
Requirements
(tonnes/month)
40 5 10 15 10 2
Quality 98.00%
w/w
98.00%
w/w
98.00% w/w 98.00% w/w 98.00% w/w 98.00% w/w
Delivery time 30 days 15 days 15 days 15 days 20 days 30 days
Payment terms Advance Advance Advance or Advance or Advance or Advance or
15Impact of B2B Marketing on pharmaceutical Industry
CARDKEM PHARMA PVT. LTD
or L/C or L/C L/C L/C L/C L/C
what is the strength of the Manufacturer/dealer:
a) <70
b) 80 or =100
38%
63%
Chart Title
<70>80 or =100
Interpretation: Most of the manufacturers have good market shares for their
company. So they are stronger enough.
What type of requirements had been got by the company?
a) Bulk b) Ordinary
83.33%
16.66%
No. of responses
BulkOrdinary
Interpretation: Most of the manufacturers require a product in bulk.
16Impact of B2B Marketing on pharmaceutical Industry
CARDKEM PHARMA PVT. LTD
What a manufacturer/dealer Expecting from a goods
a) Quality of the goods
b) Quantity of the goods
c) Both
d) Good service
e) Time saving
Quality
Quantity
Both
Good servi
ce
Time s
aving
0
2
4
6
No. of responses
No. of responses
Interpretation: Manufacturers and dealers are focusing on both i.e quality and quantity of the
product. They also believe in good services which are mostly time saving.
What is the level of Rapport made with the company?
a. Very Good
b. Good
c. Average
d. Bad
e. Very Bad
17Impact of B2B Marketing on pharmaceutical Industry
CARDKEM PHARMA PVT. LTD
50.00%
37.50%
12.50%
No. of responsesVery GoodGoodAverageBad Very Bad
Interpretation: Manufacturers /dealers are enough satisfied with the goods provided
by the company.
The company has a relationship with manufacturer/dealer is
a) Long term b) Short term c) Temporary
33%
50%
17%
No. of responses
Long termShort termTemporary
Interpretation: Company’s turnover is low. So manufacturer rarely make the business
relationship for long term.
Had researcher explained the process clearly to the manufacturer/dealer
a) Very Good
b) Good
c) Average
d) Bad
e) Very Bad
18Impact of B2B Marketing on pharmaceutical Industry
CARDKEM PHARMA PVT. LTD
12.50%
37.50%37.50%
12.50%
No. of responses
Very GoodGoodAverageBadvery Bad
Mention the reason if the Requirement not received from the company?
Sometimes, the production of particular product might be stopped by the
manufacturer and now they don’t need mare raw material for their product.
They take more benefit in services from another company.
They can get raw material from the nearest location.
Mistakes made while this dealer’s Call.
Earlier researcher found difficulty in communicating with dealers/manufacturers. Because
researcher is doing first time this type of work. Sometimes the respondent don’t understand what
the researcher want to convey the things and for what she is searching for.
Way to overcome the above mistakes.
Researcher should aware about the whole product detail.
Researcher should be confident when she is communicating with dealers.
What is the Attrition Rate of the manufacturer/dealer per month?
a) less than 10
b) less than 30
c) less than 70
d) More. Specify…….
Interpretation: It is a very small firm producing API intermediate, the Number of manufacturer
they are dealing with is comparatively low.
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CARDKEM PHARMA PVT. LTD
5. KEY FINDINGS
Manufacturers and dealers which are selected from the Indian pharmaceutical industry
from the different regions. To identify the different perceptions of manufacturer and their
behavior of purchasing a product.
Manufacturers are taking raw material from only well known company on contract basis.
About 75% of manufacturers believe that well known pharmaceutical company will
fulfill their better requirement.
Manufacturers are taking product as raw material in a bulk in case of pyridine Hydro
bromide. As CARDKEM is the second large manufacturer of pyridine Hydro bromide.
Majority (about 75%) of manufacturers are dependent for the raw material on traders. As
they are easily got material on timely basis.
Payment terms are Advance and L/C.As per the CARDKEM policy; the company only
accepts Advance and L/C.
Strength (CARDKEM):
Quality of materials is very good.
There is a R&D centre for improvement on product.
Price of material is lower than competitor.
Supply of raw material is very good.
Weakness (CARDKEM):-
20Impact of B2B Marketing on pharmaceutical Industry
CARDKEM PHARMA PVT. LTD
All sizes of container are not available always.
Logistics and handling problem in yards.
Lengthy process for discharge.
Handling of logistics is little bit difficult because the product is hazardous in nature.
6. SUGGESTIONS & RECOMMENDATION
As CARDKEM is growing from year to year therefore it is definitely important for them to
sustain its loyal customers for longer period. There are lots of competitors in market like
Jubiliant pharma, Dishman pharma, Ions pharma etc. For this they have to do improvement time
to time in order to tackle their competitors and for further growths.
Therefore there are lots of score still remaining in the improvement especially for dealers in
SAIL in order to achieve their objective. Following are few points of improvement which they
can do to improve, sustain and to growth this –
1) First of all, the complaints of customers must be listened and quick action must be taken
on those complaints like most of others private pharmaceutical companies do.
2) Feedback from manufacturers must be implemented and current market trend must be
taken time to time.
3) The process of working and delivery system should be made easier and faster.
4) More promotional activities like advertisement on television should be done in order to
attract more customers.
21Impact of B2B Marketing on pharmaceutical Industry
CARDKEM PHARMA PVT. LTD
5) The manufacturers should be provided goods according to their demand and stock
should be made available in wide range to dealers/manufacturers.
6) Frequent regular visit should be made by branch officer in order to see whether dealers
are working according to CARDKEM’s terms and conditions or not.
Recommendation:-
The company should lift the quantity restriction.
The company should keep all sizes of container in their stockyards.
The company should try for more orders as to improve their marketing strategy, that they
can utilize their resources properly.
22Impact of B2B Marketing on pharmaceutical Industry
CARDKEM PHARMA PVT. LTD
ANNEXURE
STRUCTURED QUESTIONNAIR FOR INTERVIEW BY
WEB BASED APPROACH AND TELEPHONIC APPROACH IN
B2B MARKETING
1. Name of the manufacturer/dealer:
……………………………………………………………
2. How the requirement of the manufacturer/dealer is got known?
o Through trading website
o Through company’s product list
o Chemical weekly
o Cold call
3. Got Requirement
a) Yes b) No
4. Whether the following details are collected from the company.
23Impact of B2B Marketing on pharmaceutical Industry
CARDKEM PHARMA PVT. LTD
Requirements
Specifications
Quality
Delivery
system
Payment terms
5. what is the strength of the manufacturer/dealer
a) >70 b) > or =100
6. What type of requirements had been got by the company?
a) Bulk b) Ordinary
7. What a manufacturer/dealer Expecting from a company for goods
a) quality of the goods
b) quantity of the goods
c) Both
d) Good service
e) Time saving
8. What is the level of Rapport made with the company?
o Very Good
o Good
o Average
o Bad
o Very Bad
24Impact of B2B Marketing on pharmaceutical Industry
CARDKEM PHARMA PVT. LTD
9. The company has a relationship with manufacturer/dealer is
a) Long term b) Short term c) Temporary
10. Had you explained the process clearly to the manufacturer/dealer
o Very Good
o Good
o Average
o Bad
o Very Bad
11. Mention the reason if the Requirement not received from the company?
_________________________________________________________
12. Mistakes made while this dealer’s Call.
13. Way to overcome the above mistakes.
14. what is the Attrition Rate of the manufacturer/dealer per month
o less than 10
o less than 30
o less than 70
o More. Specify…….
25Impact of B2B Marketing on pharmaceutical Industry
CARDKEM PHARMA PVT. LTD
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Crimp, M. and Wright, L. T. (1995) The marketing research process, 4 th edition, Prentice
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Proctor, T. (2003) Essentials of marketing research, 3rd edition, Financial Times
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Websites:
B2B Marketing related articles
Trading websites like indiamart.com, tradeindia.com, alibaba.com
27Impact of B2B Marketing on pharmaceutical Industry