This book strives to build concepts by discussing the physicians, pharmaceutical retailers and wholesalers responses to marketing activities of drug companies. The pharmaceutical sector is a cornerstone of the Indian Economy. The Indian pharmaceutical industry is playing a key role in promoting and sustaining development in the vital field of medicines. The book provides an in-depth understanding of the physicians, pharmaceutical retailers and wholesalers behaviour- the heart of pharmaceutical marketing. It covers important material that is often missing in physicians and pharmacists behavior texts. The management students, pharmaceutical marketers, researchers and professionals working in the area of pharmaceutical marketing would find this book as useful reference.