Abstract: The paper is intended to declare and apply ethics, i. e.
moral principles, rules in marketing environment. Ethical behavior of
selected pharmaceutical companies in the Slovak Republic is the
object of our research. The aim of our research is to determine
perception of ethical behavior of the pharmaceutical industry in
Slovakia by the medicine representatives in comparison with the
assessment of doctors and patients. The experimental sample
included 90 participants who were divided into three groups:
medicine representatives of the pharmaceutical companies (N=30),
doctors (N=30) and patients (N=30). The research method was a
Questionnaire of ethical behavior, created by us, that describes
individual areas included in the Code of ethics of the pharmaceutical
industry in Slovakia. The results showed influence of professional
status on ethical behavior perception, not gender. Higher perception
was indicated at patients rather than doctors and medicine
representatives.