The present research work puts emphasis on the Implementation of Information technological advancement used in an evolving pharmaceutical industry. Due to the cut throat competition in Generic pharmaceutical sector, nowadays it's more important to have an efficient PMIS (Pharmaceutical Management Information System). This project can also be seen as the bridging stone between the Information technologies and marketing of different Pharmaceutical products. The Project work is carried out in Lincoln Pharmaceuticals Ltd. There are many different marketing strategies and newer web based technologies that can be used for the efficient Customer Relationship Management, Enterprise Resource Planning & most importantly for the Sales Force Automation activities. The first part of the study is focused on the Customer Relationship Management strategies that describes how the company retains and builds new customers in market. In the second part, the detailed study includes different functionality of the company’s Online Reporting System known as "Advanz C101Rx - SFA". It is an important IT tool for marketing and sales personals used to target the customer population for achieving Sales force.