ABSTRACT
The purpose of this paper was to compare and contrast the pharmaceutical marketing system to the aggregate marketing system. First, five unique characteristics were identified and discussed. Although no characteristic was unique by itself, the combination of these made the pharmaceutical marketing system vastly different from other marketing systems. Then, the pharmaceutical marketing system was examined using ten identified propositions of the aggregate marketing system in light of these unique characteristics. This paper was not meant to be a comprehensive review of the pharmaceutical marketing system, but a small selection of similarities to and differences from the aggregate marketing system.