This book deals with marketing strategies adopted by leading pharmaceutical companies in Hematinic segment. It is a Doctoral thesis work, submitted in 2007 to Bharathidasan University, India. The author has associated with pharmaceutical industry for around 20 years as a marketing professional. This research was conducted to provide guidelines for social welfare participants to learn and understand commercial marketing strategies with reference to anaemia. Author has assisted as co-investigator in the funded project dealt with IFA (Iron Folic Acid) tablet distribution scheme of Integrated Child Development Scheme (ICDS).

Dr. R. Krishnaraj is working as Assistant Professor in school of management. He has around twenty years of industrial experience and five years of academic experience. He has published twelve articles in international journals. He was awarded Ph.D., in the functional area of Marketing.