Pharmaceutical Marketing In India

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Pharmaceutical Marketing in India

Author : Subba Rao Chaganti
Publisher : PharmaMed Press / BSP Books
ISBN 13 : 9388305264
Total Pages : 720 pages
Book Rating : 4.3/5 (883 download)

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Book Synopsis Pharmaceutical Marketing in India by : Subba Rao Chaganti

Download or read book Pharmaceutical Marketing in India written by Subba Rao Chaganti and published by PharmaMed Press / BSP Books. This book was released on 2018-10-23 with total page 720 pages. Available in PDF, EPUB and Kindle. Book excerpt: Pharmaceutical Marketing in India: For Today and Tomorrow is the go-to guide for anyone interested in the pharmaceutical industry in India. With its comprehensive coverage of the sector, this book is a must-read for students, practitioners, and researchers alike. In this updated 25th Anniversary Edition, readers will find new content that covers the latest trends and initiatives in the industry. The book provides a thorough introduction to the changes taking place in first-world markets and the incremental steps being taken by Indian drug majors and their MNC counterparts in India. This book contains seventy-seven cases that highlight the best practices of successful practitioners of Pharma marketing in India. These cases showcase how they have positioned their products, launched and promoted their brands, and defended their therapeutic segments. The insights provided by these cases are incredibly valuable to both practitioners and students of pharmaceutical marketing. The new edition of the book includes information on changing detailing practices such as e-Detailing, iPad detailing, and tablet detailing, digital marketing strategies, social media strategies for the pharmaceutical industry, multichannel marketing, closed-loop marketing, and more. It also covers the latest ways of engaging and building meaningful relationships with physicians, including medical sales liaisons (MSL), key opinion leader (KOL) management, and key account management (KAM). The primary purpose of this edition is to make it not only relevant for today but also for tomorrow. In other words, to make it as future-proof as possible. This book is a vital resource for anyone interested in the pharmaceutical industry and is a must-read for those looking to stay ahead of the curve in this ever-evolving field. Contents: Part One: The Big Picture 1. The Indian Pharmaceutical Industry: An Overview 2. The Pharmaceutical Market Part Two: Ten ‘P’s 3. The Product 4. The Price 5. The Place 6. The Promotion 7. Personal selling 8. The Prescription 9. The Policy 10. Public Relations 11. The Power 12. The Patient Part Three: Key Success Factors 13. Managing New Products 14. The Winning Game Plans 15. Towards Excellence in Marketing 16. The Winning Edge 17. Corporate Scoreboard 18. GMP

Pharmaceutical Marketing in India

Author : Subba Rao Chaganti
Publisher : Bsp Books Pvt. Limited
ISBN 13 : 9789388305259
Total Pages : 668 pages
Book Rating : 4.3/5 (52 download)

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Book Synopsis Pharmaceutical Marketing in India by : Subba Rao Chaganti

Download or read book Pharmaceutical Marketing in India written by Subba Rao Chaganti and published by Bsp Books Pvt. Limited. This book was released on 2018-10-20 with total page 668 pages. Available in PDF, EPUB and Kindle. Book excerpt: Twenty-five years ago, Pharmaceutical Marketing in India: Concepts, Cases, Strategy was the first-ever sectoral marketing book in the Asia Pacific Region. Today, twenty-five years later, Pharmaceutical Marketing in India for Today and Tomorrow continues to be the most comprehensive sectoral marketing book in pharmaceuticals in the Asia Pacific Region. The new 25th Anniversary Edition of the book is an updated version of the original text with significant new content. The seventy plus cases in the book show how some of the highly successful practitioners of Pharma marketing in India have positioned their products, launched and promoted their brands and defended their therapeutic segments. The experiential insights these cases provide are immensely useful for both the practitioners as well as the students of pharmaceutical marketing in India. What is new in this all-new 25th Anniversary edition? The book presents an introduction to all aspects of changes and initiatives that are happening in the first world markets and whatever baby steps that are being taken by Indian drug majors and their MNC counterparts in India. To name a few - Changing detailing practices such as e-Detailing, iPad detailing or tablet detailing, digital marketing strategies, social media strategies for the pharmaceutical industry, multichannel marketing, closed-loop marketing among others. The new ways of engaging and building meaningful relationships with physicians in today's declining physician access scenario are medical sales liaisons (MSL), key opinion leader (KOL) management and key account management (KAM). This latest edition includes these. The primary purpose of this edition is to make it not only relevant for today but also for tomorrow. In other words, to make it as future-proof as is possible.

Digital Pharma Marketing Playbook

Author : Subba Rao Chaganti
Publisher : PharmaMed Press / BSP Books
ISBN 13 : 938935448X
Total Pages : 728 pages
Book Rating : 4.3/5 (893 download)

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Book Synopsis Digital Pharma Marketing Playbook by : Subba Rao Chaganti

Download or read book Digital Pharma Marketing Playbook written by Subba Rao Chaganti and published by PharmaMed Press / BSP Books. This book was released on 2022-10-22 with total page 728 pages. Available in PDF, EPUB and Kindle. Book excerpt: Digital Pharma Marketing Playbook is a first-of-its-kind-of book. It is the first and only book that presents 101 cases in digital pharma marketing. These cases show how some of the leading pharmaceutical companies across the world have used digital and social media channels. They are also excellent learning opportunities to all pharma marketing and brand managers, and students of pharmaceutical marketing. Digital transformation is sweeping the world around us. Everything these days has become digital. The ever-increasing rate of adoption of wearable devices and the advent of the internet of things are digitizing more and more of our experience. At the same time, healthcare in general, and the pharmaceutical industry, in particular, have been lagging in adapting to a digital strategy. It is not that the pharma is new to multichannel marketing. The pharmaceutical industry traditionally has been following a multichannel marketing strategy, where most of the channels have been static rather than dynamic. The number of channels has increased significantly due to the internet explosion. Pharma is moving to a multi-stakeholder world, a world in which stakeholders beyond the prescriber are gaining importance. These new influencer groups such as patients, nurses, payers, and regulators are increasingly turning to digital channels for their information needs regarding healthcare. Digital, therefore, plays a vital role in reaching these new audiences. If you want to maximize the impact of your marketing communications, can you afford to ignore the channels that your stakeholders are frequently using? Of course, not. Therefore, the question is not, to digitize or not to digitize, but how soon and how effectively? Why a Digital Pharma Marketing Playbook? Because, a playbook is a one-stop-read or single-source resource for all the essential information that you need on a given sport — in our case, Digital Pharma Marketing. If you can make work more fun and enjoyable it is play! Moreover, when work becomes play, there are no goals that you cannot score!Contents: 1. Challenging Times! Changing Rules! 2. Digital Revolution 3. Digital Pharma Marketing 4. Social Media Marketing and Pharma 5. Digital Transformation

Pharmaceutical Marketing in India

Author : Subba Rao Chaganti
Publisher :
ISBN 13 : 9788174464088
Total Pages : 422 pages
Book Rating : 4.4/5 (64 download)

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Book Synopsis Pharmaceutical Marketing in India by : Subba Rao Chaganti

Download or read book Pharmaceutical Marketing in India written by Subba Rao Chaganti and published by . This book was released on 2005 with total page 422 pages. Available in PDF, EPUB and Kindle. Book excerpt: The book integrates marketing concepts with the uniqueness of the pharmaceutical marketplace in a refreshingly simple, direct and reader-friendly style. Comprehensive in its coverage and versatile in its treatment, the book assesses the Pharmaceutical Industry in the Indian context in an international perspective. The focus of the book is clearly and sharply on practice, application and hands-on experience. Providing experiential insights are the seventy one case studies discussed throughout the book showing how some companies have successfully applied the enduring, innovative marketing concepts and reaped rich dividends and some others have paid dearly for not exploiting the dormant opportunities lying at their doorsteps.

Transactional to Transformational Marketing in Pharma

Author : Subba Rao Chaganti
Publisher : BSP Books
ISBN 13 : 8196146817
Total Pages : 265 pages
Book Rating : 4.1/5 (961 download)

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Book Synopsis Transactional to Transformational Marketing in Pharma by : Subba Rao Chaganti

Download or read book Transactional to Transformational Marketing in Pharma written by Subba Rao Chaganti and published by BSP Books . This book was released on 2023-06-01 with total page 265 pages. Available in PDF, EPUB and Kindle. Book excerpt: Transactional to Transformational Marketing in Pharma: The Science of Why and the Art of How is a ground breaking book that explores the current state of the pharmaceutical industry's marketing practices and how they can be improved. Despite being instrumental in saving countless lives and improving the health of people worldwide for over a century, the modern pharmaceutical industry has suffered from a tarnished reputation due to unethical business practices and transactional marketing. In this timely and informative book, the author delves into the reasons behind pharma's fall from grace and shows how transactional marketing practices cannot build brand loyalty or reputation. Instead, the book highlights the importance of transformational marketing practices and ethical business behavior, which can lead to long-term success and customer loyalty. Using real-world examples and case studies, Transactional to Transformational Marketing presents a step-by-step approach to help pharma companies transform their marketing practices. From understanding the importance of customer-centricity to leveraging digital technologies, this book provides practical tips and strategies that can be implemented immediately. Transactional to Transformational Marketing in Pharma is a must-read for anyone interested in elevating the pharmaceutical industry's reputation and creating sustainable growth in the long term. If you are a marketer, business leader, or anyone interested in transforming the pharmaceutical industry's marketing practices, this book is for you.Contents: 1. Pharma’s Reputation on a Slide 2. Ethics in the Pharmaceutical Industry 3. Unethical Marketing Practices in Pharma 4. Transactional Marketing 5. Restoring Pharma’s Reputation 6. Transformational Marketing in Pharma 7. Transformational Marketing in Pharma: Two Case Studies 8. Transformational Marketing the Winner’s Checklist Two Case Studies

Strategic Pharmaceutical Marketing Management in Growth Markets

Author : Mithun Nandy
Publisher : Taylor & Francis
ISBN 13 : 1000875288
Total Pages : 210 pages
Book Rating : 4.0/5 (8 download)

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Book Synopsis Strategic Pharmaceutical Marketing Management in Growth Markets by : Mithun Nandy

Download or read book Strategic Pharmaceutical Marketing Management in Growth Markets written by Mithun Nandy and published by Taylor & Francis. This book was released on 2023-05-09 with total page 210 pages. Available in PDF, EPUB and Kindle. Book excerpt: India is the largest provider of generic drugs globally. The Indian pharmaceutical sector supplies over 50% of the global demand for various vaccines and, as a result, holds an important position in the global pharmaceutical sector. This book is a comprehensive study of pharmaceutical marketing management in the Indian context and similar growth markets. The book introduces the fast-paced and multi-faceted discipline of pharmaceutical marketing management through an in-depth discussion on the genesis and evolution of its marketing concept. Combining theory and practice, it offers a strategic approach to pharmaceutical marketing from an organizational and business perspective and explicates the practical applications of it. Richly supported by case studies, the book brings together fresh perspectives and approaches equally useful for students and professionals. This book will be of interest to academicians, advanced students, and practitioners of pharmaceutical marketing and pharmaceutical management. It will also be beneficial to those interested in business strategy, decision-making, and international marketing.

Relationship between R&D and Financial Performance in Indian Pharmaceutical Industry

Author : Mithun Nandy
Publisher : Springer Nature
ISBN 13 : 981166921X
Total Pages : 224 pages
Book Rating : 4.8/5 (116 download)

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Book Synopsis Relationship between R&D and Financial Performance in Indian Pharmaceutical Industry by : Mithun Nandy

Download or read book Relationship between R&D and Financial Performance in Indian Pharmaceutical Industry written by Mithun Nandy and published by Springer Nature. This book was released on 2021-12-03 with total page 224 pages. Available in PDF, EPUB and Kindle. Book excerpt: The book provides insight into different research and development (R&D) activities performed by Indian pharmaceutical companies. It describes how R&D activities have evolved in the last three decades on Indian soil. The book discusses how emerging economy like India has become the ‘Pharmacy of the World’ and how reputed and research-centric Indian drug manufacturing companies are aligning their business model by incepting the business idea as ‘Innovate in India and Serve to the World’. Subsequently, through successful implementation of the R&D activities and endeavors, Indian pharmaceutical companies have been witnessing different drug discoveries and innovations which have been performed in an indigenous manner. Contemporary marketing strategies adopted by the research-centric Indian pharmaceutical companies for selling innovative drug products across the globe, attaining global competitiveness, and maintaining a seamless supply chain through export initiatives have also been discussed in this book. Finally, the book figures out the relationship between R&D and financial performance with the help of panel data analysis (PDA), an econometric approach.

Innovation, Economic Development, and Intellectual Property in India and China

Author : Kung-Chung Liu
Publisher : Springer Nature
ISBN 13 : 981138102X
Total Pages : 513 pages
Book Rating : 4.8/5 (113 download)

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Book Synopsis Innovation, Economic Development, and Intellectual Property in India and China by : Kung-Chung Liu

Download or read book Innovation, Economic Development, and Intellectual Property in India and China written by Kung-Chung Liu and published by Springer Nature. This book was released on 2019-09-06 with total page 513 pages. Available in PDF, EPUB and Kindle. Book excerpt: This open access book analyses intellectual property codification and innovation governance in the development of six key industries in India and China. These industries are reflective of the innovation and economic development of the two economies, or of vital importance to them: the IT Industry; the film industry; the pharmaceutical industry; plant varieties and food security; the automobile industry; and peer production and the sharing economy. The analysis extends beyond the domain of IP law, and includes economics and policy analysis. The overarching concern that cuts through all chapters is an inquiry into why certain industries have developed in one country and not in the other, including: the role that state innovation policy and/or IP policy played in such development; the nature of the state innovation policy/IP policy; and whether such policy has been causal, facilitating, crippling, co-relational, or simply irrelevant. The book asks what India and China can learn from each other, and whether there is any possibility of synergy. The book provides a real-life understanding of how IP laws interact with innovation and economic development in the six selected economic sectors in China and India. The reader can also draw lessons from the success or failure of these sectors.

Brand Positioning in Pharma

Author : Subba Rao Chaganti
Publisher : PharmaMed Press / BSP Books
ISBN 13 : 9395039523
Total Pages : 211 pages
Book Rating : 4.3/5 (95 download)

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Book Synopsis Brand Positioning in Pharma by : Subba Rao Chaganti

Download or read book Brand Positioning in Pharma written by Subba Rao Chaganti and published by PharmaMed Press / BSP Books. This book was released on 2023-01-01 with total page 211 pages. Available in PDF, EPUB and Kindle. Book excerpt: Why a book on Brand Positioning in Pharma, a fifty-plus year-old-concept, particularly when new age marketing frameworks such as Customer Experience, Design Thinking, Agile Marketing, Content Marketing, Closed Loop Marketing, Omnichannel Marketing, and others are disrupting pharmaceutical marketing? Two reasons. Firstly, Brand Positioning is not a marketing framework but a Foundational Principle. It is customer-centric at its core and competition-oriented—two of the most important aspects of marketing. Secondly, while most marketers know what Positioning is, many are unclear on how to do it effectively. Hence this book, Brand Positioning in Pharma. Brand Positioning in Pharma aims to show how to create a winning positioning strategy for your Brand in a hyper-crowded market like pharmaceuticals. Jack Trout and Al Ries pioneered the Positioning concept. They described it first in an article, Positioning is a game people play in today's me-too marketplace, published in the June 1969 issue of Industrial Marketing. They stated in the article that Positioning is a mental device that helps the typical consumer deal with overwhelming, unwanted advertising. In comparison, today's consumer is much more overwhelmed with countless unwanted advertising messages. In healthcare and Pharma, physicians, apart from other advertising messages, are constantly bombarded with numerous messages from Pharma companies. To survive in this overcrowded pharmaceutical marketplace, and if a Prescription Drug Brand's voice is to be heard above the current noise level, Pharma Marketers need a precise, meaningful, and relevant Positioning. Positioning that resonates with the customer. Brand Positioning in Pharma shows you how to do that, with fifty-two case studies demonstrating how some innovative marketers creatively positioned their products and won. Contents: 1. Brand Positioning 2. Disease Branding 3. Drug Repositioning 4. Blue Ocean Strategy 5. Framing 6. Brand Positioning in the Digital Age

Bullseyes and Blunders

Author : Subba Rao Changanti
Publisher : BSP Books
ISBN 13 : 9388305450
Total Pages : 441 pages
Book Rating : 4.3/5 (883 download)

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Book Synopsis Bullseyes and Blunders by : Subba Rao Changanti

Download or read book Bullseyes and Blunders written by Subba Rao Changanti and published by BSP Books . This book was released on with total page 441 pages. Available in PDF, EPUB and Kindle. Book excerpt: Bullseyes and Blunders: Lessons from 100 Cases in Pharmaceutical Marketing is a first-of-its-kind of a book. The book is an invaluable resource for the practitioners as well as the students of pharmaceutical marketing. The case studies presented in the book offer many experiential insights into how some of the world’s renowned pharmaceutical marketers built, launched, defended and managed their brands and steered them clear of competition. The Bullseyes in the book present a snapshot of these winning brands. Studying the Blunders or failures or flops too is significant for the practitioners and students of marketing alike. Because these provide the much-needed insights into the essential, Don’ts while building and managing their brands. Bullseyes and Blunders provides a more practical understanding of various topics that are highly relevant for the Pharma brand managers and marketing managers. These are market opportunity analysis, product positioning, product launches, life cycle management, building and defending a disease-franchise among others.Contents: 1. The Pharmaceutical Market 2. The Pharmaceutical Product 3. Therapeutic Leadership 4. Product Launch Strategy 5. Life Cycle Management 6. Pharmaceutical Marketing Practices: Good and Bad 7. Disease Branding 8. Blue Ocean Strategy 9. The Pricing Strategies 10. Pharma and Social Media

Strategic Pharmaceutical Marketing

Author : Raja B Smarta
Publisher : Pharmamed Press
ISBN 13 : 9789386819772
Total Pages : 392 pages
Book Rating : 4.8/5 (197 download)

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Book Synopsis Strategic Pharmaceutical Marketing by : Raja B Smarta

Download or read book Strategic Pharmaceutical Marketing written by Raja B Smarta and published by Pharmamed Press. This book was released on 2019-10-28 with total page 392 pages. Available in PDF, EPUB and Kindle. Book excerpt: The pharmaceutical industry today is faced with significant challenges owing to the volatile and competitive business environment. For both survival and growth, it is imperative for pharmaceutical organizations to rethink their way of doing business, especially their marketing. The book 'Strategic Pharmaceutical Marketing' thus, focuses on the practice of marketing prescription medications. It highlights the political, economical, social, technological and regulatory perspectives of pharmaceutical marketing, examines consumers, prescribers and explores positive marketing, pricing and distribution strategies. It provides a detailed explanation of pharmaceutical marketing as well as provides real-world case studies to demonstrate certain aspects. The book is scripted from an industry and academic perspective. It allows pharmaceutical marketers to have a detailed understanding of the functions of pharmaceutical marketing thus, helping them plan their marketing strategies in a more accurate and precise way. Individuals entering the field of marketing pharmaceutical products - sales personnel, assistant product managers, marketing staff as well as policy makers will achieve an in-depth understanding of the pharmaceutical industry. The marketing models described in the book along with promotion, distribution, and pricing scenarios, competitive analysis and market research will benefit the pharmaceutical marketer as a whole The book would provoke you to think of the surface and latent problems in new ways, find out different and more imaginative solutions and reflect on different options for tomorrow to scope with the chang ing situations. The book also deals with pharmaceutical marketing financial analysis to help measure the success of the marketing decisions and return on investment. This book, written in a reader-friendly style will help the marketers and CEOs of the pharmaceutical industry to bring about synergy in their strategies and operations, by thinking about the options, and looking at innovation as an important ingredient for progress. It will also help to generate cost-effective and new marketing approaches. Professionals in healthcare as also marketing executives in other industries will also find the book useful.

Strategic Aspects of Indian Pharmaceutical Industry

Author : Dr. Sandeep Tare
Publisher : Lulu.com
ISBN 13 : 0359085512
Total Pages : 280 pages
Book Rating : 4.3/5 (59 download)

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Book Synopsis Strategic Aspects of Indian Pharmaceutical Industry by : Dr. Sandeep Tare

Download or read book Strategic Aspects of Indian Pharmaceutical Industry written by Dr. Sandeep Tare and published by Lulu.com. This book was released on with total page 280 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Pharmaceutical Management

Author : Mr. Sachin Itkar
Publisher : Nirali Prakashan
ISBN 13 : 9788185790398
Total Pages : 244 pages
Book Rating : 4.7/5 (93 download)

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Book Synopsis Pharmaceutical Management by : Mr. Sachin Itkar

Download or read book Pharmaceutical Management written by Mr. Sachin Itkar and published by Nirali Prakashan. This book was released on 2008-01-07 with total page 244 pages. Available in PDF, EPUB and Kindle. Book excerpt:

International Pharmaceutical Marketing

Author : Suresh Pradhan
Publisher : Praeger
ISBN 13 :
Total Pages : 322 pages
Book Rating : 4.3/5 (512 download)

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Book Synopsis International Pharmaceutical Marketing by : Suresh Pradhan

Download or read book International Pharmaceutical Marketing written by Suresh Pradhan and published by Praeger. This book was released on 1983-08-26 with total page 322 pages. Available in PDF, EPUB and Kindle. Book excerpt: International Pharmaceutical Marketing is an authoritative study of the world pharmaceutical industry from a marketing perspective. Dr. Pradhan, a respected expert in pharmaceutical economics, provides a broad-based discussion of the subject, including international marketing and organization, exporting, investing and licensing, product registration, patents, and new drug development. International pharmaceutical market research, product and pricing policy, promotional activities, and distribution systems are investigated and described in detail. Finally, the author focuses on the operations of the drug industry in twenty selected nations. Background, data, and analysis relevant to the unique characteristics of the industry provide the information necessary to analyze international marketing problems and formulate strategies and policies.

Pharmaceutical Marketing Management

Author : N. Udupa
Publisher : Manipal Universal Press
ISBN 13 : 9382460322
Total Pages : 104 pages
Book Rating : 4.3/5 (824 download)

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Book Synopsis Pharmaceutical Marketing Management by : N. Udupa

Download or read book Pharmaceutical Marketing Management written by N. Udupa and published by Manipal Universal Press. This book was released on 2016-01-14 with total page 104 pages. Available in PDF, EPUB and Kindle. Book excerpt: The book begins with a brief overview of Indian and Global Pharmaceutical Market. It discusses unconventional topics related to pharmaceutical marketing. Most of the chapters like Segmentation, Promotional Mix, Consumer Behaviour and Pricing etc, explain the basic concepts with an emphasis on the Pharma perspective. Chapters are updated with recent developments in those fields. Clinical Research has always been under scan, the chapter on clinical research covers the latest amendments and discusses the future trends. Chapter Cosmeceutical gives an overview of Cosmeceutical market scenario and the growth drivers. The book includes a brief note on Ethics.

Pharmaceutical Marketing

Author : Brent L. Rollins
Publisher : Jones & Bartlett Publishers
ISBN 13 : 1449626599
Total Pages : 302 pages
Book Rating : 4.4/5 (496 download)

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Book Synopsis Pharmaceutical Marketing by : Brent L. Rollins

Download or read book Pharmaceutical Marketing written by Brent L. Rollins and published by Jones & Bartlett Publishers. This book was released on 2014 with total page 302 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Marketing Planning for the Pharmaceutical Industry

Author : John Lidstone
Publisher : Taylor & Francis
ISBN 13 : 1351919768
Total Pages : 169 pages
Book Rating : 4.3/5 (519 download)

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Book Synopsis Marketing Planning for the Pharmaceutical Industry by : John Lidstone

Download or read book Marketing Planning for the Pharmaceutical Industry written by John Lidstone and published by Taylor & Francis. This book was released on 2017-07-05 with total page 169 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing in the pharmaceutical and healthcare sector requires a particular set of skills; its intricacies mean planning is an essential prerequisite. The marketing planning system described in this book has been designed to enable marketing and product executives to produce a plan which serves as a dynamic management tool which will help them to get from where they are now to where they want to be next year and thereafter. Now in its second edition, this bestselling book has become the standard text for all product managers, marketing managers and directors working in this demanding industry. John Lidstone and Janice MacLennan have updated the book to embrace best current practice. A new orientation to external analysis and a reworking of the application of SWOT analysis, along with fresh material on sales forecasting and strategy implementation, bring the book up to date with current thinking and industry trends. Marketing Planning for the Pharmaceutical Industry is based on real life experience built up over many years. Each chapter takes the reader through the sequential stages of planning so that by the end they will be able to produce a practical plan ready for implementation. It is the only book of this type which tailors marketing to those working in the sector and as such is a unique, invaluable and indispensable resource.