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从营销伦理的基本概念及其在医药企业营销活动中的具体体现出发,论述了医药企业营销的4项伦理原则,提出了营销伦理对于医药企业营销的指导意义。
Starting from the basic concept of marketing ethics and its concrete manifestation in the marketing activities of pharmaceutical enterprises, the paper discusses four ethical principles of marketing of pharmaceutical enterprises and puts forward the guiding significance of marketing ethics to the marketing of pharmaceutical enterprises.