Abstract:

Beside all the benefits that can emerge from using marketing in the health area, there are several aspects in the marketing activity that can cause ethical problems and generate numerous debates among specialists. Given the special role played by the actors in the health services, the physicians, pharmacists and all the organizations they belong to, they all have the duty to keep high moral and ethical standards, even in the context of marketing implication in the society, as well as they have to respect other ethical rules implied by their profession. This research aims to offer a clear view of the ethical standards in this domain and the measure in which ethics is applied. It also desired to better describe the existent relationship between the stakeholders of this industry, and its future consequences.