Marketing as an Exchange Process:Public Health Perspective of Exchange

There is a special relationship between the pharmacy market and public health. The marketer is interested in providing those pharmaceutical products and services that will meet the needs of the consumer. Public health is interested in meeting society's needs for pharmaceutical products and services. As long as the marketer is meeting the needs of both the consumer and society, there is harmony. When the marketer is not meeting the needs of society, conflicts will occur. If the marketer fails to resolve the conflicts, society will find ways to bypass him. This article examines the different relationships that exist between the pharmacy market and public health.