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Introduction
Markets are dynamic and changing at a fast pace. The
challenge lies in understanding this phenomena and
matching the pace. Every marketer wants to exceed this
pace, but at best we can just match the pace. During my
interaction which marketing managers, several brand
managers and budding product executives, I have noticed
this common thread of thoughts. They ask “is this my
market”, “are these my competitors” and “where are my
customers”? These classic questions are not thrown to
superiors or research agencies, but to themselves. For
simplicity let us talk about the very nature of this
market, The pharmaceutical market is simple yet complex,
lucid yet perplexed. Let me give you an example, which
will help you concur with my observation:
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