Submitted by Subeditor on Sat, 2016-01-16 18:05 Manipal: Manipal University Press (MUP) released its 52nd publication, “Pharmaceutical Marketing Management” recently at the Pharmacy College here. Dr Raveendranath Nayak, Director, School of Management, Manipal released it. In his address Dr Nayak emphasised on the fact that interdisciplinary research leads to new insights and results in adopting the existing marketing theories to new concepts. This book is an example of such adaptation. He said that the pharma marketing practitioners would find the book easy to read and follow. Dr Udupa, one of the Editors of the book said that Manipal College of Pharmacy (MCOPS) was the first college in the country to offer a course in Pharmaceutical Marketing Management and hoped that this book would encourage students to take up the course. While commending the efforts of his co-author, Dr Sreedhar, he said more books on pharmacy would be published in due course. Dr H Vinod Bhat, Vice Chancellor, Manipal University and Mentor, Manipal University Press in his address said that a book was a project for authors as well as the MUP team. The publishers have to worry about ensuring the quality of a book at an affordable price. He referred to the range of books published by MUP. He said that sustainability of any project like a university press was important. To attain this, the press is always looking for sponsors and markets where the books can be sold. The profits from one book contribute towards the price of another.