Pharmaceutical B2C E marketing trends – developed markets vs. developing markets Zulfikar Zehra*, Rabbani Mustafa Razaa** *Jamia Millia Islamia, New Delhi **Assistant Professor, IMS Unison University, Dehradun Online published on 8 April, 2014. Abstract E marketing is growing at a dramatic pace and is significantly impacting customers and market behaviour. Positive outcomes of electronic market places has been witnessed in numerous industries whereas some systems have failed or their penetration pace is slow. Pharmaceutical industry is beginning to explore e marketing to determine how it fits into their overall business strategy. Companies which are open to this innovative technique are trying to integrate e marketing strategies with conventional tactics. European pharmaceutical companies have been able to cater to a large segment of online customers due to safety and efficiency in their electronic transactions and high awareness level among the customers. In this research paper, Indian pharmaceutical B2C market is evaluated on parameters of basic awareness, actual usage of internet, benefits enjoyed and problems encountered while making online purchases of drugs. The study is exploratory as well as descriptive in nature. Primary research has been conducted through structured questionnaires to substantiate the literature and compare the success of pharmaceutical B2C e marketing in European and other western countries, with developing countries like India. Top Keywords Internet, e marketing, pharmaceutical industry, B2C market. Top |