ETHICAL AND LEGAL ASPECTS OF MARKETING ACTIVITY IN THE FIELD OF DENTAL HEALTHCARE SERVICES
ETHICAL AND LEGAL ASPECTS OF MARKETING ACTIVITY IN THE FIELD OF DENTAL HEALTHCARE SERVICES

Summary/Abstract: Over the years some aspects regarding marketing activity in general have been considered as being part of a concept named “deceptive marketing.” This was the term addressing to a variety of marketing practices considered deceptive and in many cases that become illegal, like – unjustified rise of prices, deceptive advertising, low quality and unsafe products promotion, lack of protection for lowincome customers etc. The present article addresses the issue of unethical marketing practices customized for the dental healthcare services. The authors present the main types of ethical and legal issues that may be encountered in marketing in general, and then they customize carefully these issues for dental healthcare field. These particular elements are highlighted specifically in the context of a special relationship that is built between patients and doctors in healthcare services

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