Pharmaceuticals are special goods, relating to the health of the end users as well as social issues and community. The drugs users, in principle, can not decide on their own the types, quantity and the usage methods of products. They are patients who have to comply strictly with the instructions, regulatlon related to medical usage. Apparently, the demand for pharmaceutical products is huge and various, but highly flexible that the power of sellers, in some cases, are stronger than the buyers. Therefores, pharmaceutical enterprises should apply marketing techniques or not? How the relationship between marketing art and social responsibility or business ethics of the enterprise would be? This article will try to analyse and evaluate the above relationship in the business operation of Vietnamese pharmaceutical enterprises.