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Marketing of Pharmaceuticals in Rural India Author(s): V. R. Navelkar and M. D. Banker Source: Economic and Political Weekly, Vol. 13, No. 34 (Aug. 26, 1978), pp. M95-M99 Published by: Economic and Political Weekly Stable URL: . Accessed: 02/12/2014 02:27 Your use of the JSTOR archive indicates your acceptance of the Terms & Conditions of Use, available at . . JSTOR is a not-for-profit service that helps scholars, researchers, and students discover, use, and build upon a wide range of content in a trusted digital archive. We use information technology and tools to increase productivity and facilitate new forms of scholarship. For more information …show more content…

Indeed, a drug is not so much a product as it is a tool in the healing process very mnuch like the doctor, the midwife, the hospital, the dispensary, etc. Unlike other products of day-to-day use, drugs are never wanted (2) Abotut lhalf of all recorded deaths are among children under five chiefly fronminfectious diseases anid malnutrition. they are needled be- cause they become essential in the treatment of diseases. Therefore, Unlike other expendittures, that on medicines should be looked upon as a cost of keeping onie hale and hearty. The real measure of the value of drugs and the inedutstrywhich produices them. is the therapeuitic jolb which they perforIm. Tlius, the prime responsibility of the lpharimiaccutical indtustry is to search foi, develop and prodtuce better anld newer drugs anlclto uiae them available, thereby assistinig the miledical an(i para-medical p)ersomlmlin their task of tackling the health problems of the people. lHURALT. iIAliT1 AND IROi 01()F PSI)AIIMACEUVICAI., INDUSTIItY A lot has been talkked1 about and written oni this subject in general, and the inadeqttacies of healtlh facilities in particular couniitries. - to the economiiically weaker section of the rurial population. On the government 's side a lot of money and effort has been spent to imiiprove health facilities in the country, more particsularlyin rutral areas, as can be seen from Table 1. The cturrent government thinking highlights the need for

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