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A CASE STUDY ON: ETHICAL MARKETING IN CIBA-GEIGY (PHILIPPINES) PHARMA DIVISION I. Case Background Ciba-Geigy is a Switzerland based Pharmaceuticals Company established in the 1970's as a merger between Ciba Limited and J.R. Geigy SA. It operated in more than 60 countries in 5 continents, employing 84,000 personnel, with net profits of 1.913 billion Swiss Francs and Gross Sales of 22.049 billion Swiss Francs during the year 1994. In an industry where marketing practices unduly focused on lavishing physicians with material and economic returns for product prescription that sometimes border on questionable ethics are well entrenched, Ciba Pharma Marketing decided to implement a change their marketing practices. They committed to promote responsible medical marketing. And in so doing, also continue to achieve their sales targets and generate desired levels of profits. In response to this challenge, the Ciba managers came up with programs which were categorized in to...

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