The paper outlines various reasons for the increasing interest shown by the pharmaceutical industry in the 'developing' countries. Their population growth, coupled with substantial resources and disposable income, have caused many countries to represent an overall opportunity for the industry to expand. Further stimuli have been provided by the tendency in 'developed' countries for the industry increasingly to be subjected to external pressure, represented by the influence of socio-political bodies and consequent legislation. In addition, internal pressures have simultaneously been evident in the form of increasing competition, market fragmentation and high developmental and promotional costs. Interest in the developing countries, therefore, will be a prominent feature of the industry's activities in future. The demand for information about such areas will undoubtedly increase and will extend to marketing research.