Globalisation trends have made pharmaceutical market highly competitive. As the goods being offered in the exchange market, drugs have become substitution goods: there is a choice of more products with the same generic formula but of different name, manufacturer and price that can be offered to only one patient, for only one diagnosis, for only one prescription. To be clear: inthe world market there is an offer of more than 50.000 drugs and medical product which could be offered to doctors and patients,which are produced and sold by more than 160 pharmaceutical companies. Financial value of the market is around 900 billion US$. In order to stay competitive in the market, manufacturers of pharmaceutical products must think economicaly- how to develop and maintain a competitive advantage? The competition on the drugs market has forced pharmaceutical companies to associate in large multinational companies, to be flexibile andquickenough to respond to the turbulent changes of the market environment. It is necessary to find an effective business model how to survive in the market. Therefore, the marketing concept has become the key to the business of the pharmaceutical industry in order to efficiently explore marketing environment, find the target market niches, to explore consumer's needs and requirements as thefoundation for developing a new product, which must be under the patent protection long enough. However, as the revenues of the world pharmaceutical market grow, relatively proportional increases the number of scandals related to the ethical behavior of the pharmaceutical industry in the drugs market. Drugs market is regulated by the strict professional and market laws and many companies that compete for profit tried to circumvent the rules and laws of the market. As the reason to avoid the pitfalls of rapid commercialization of innovation and quick profit, many companies, includingpharmaceutical, create its competitive advantages based on social marketing and strict ethical principles. Very often the public raises questions of the ethical decision-making and behavior of the pharmaceutical industry in relation to the stakeholders in their environment: to which level business ethics is involved in marketing decisions of pharmaceutical manufacturers, are their business practices ethical, legal and righteous? In response to mistrust and all the skeptics in society, pharmaceutical manufacturers emphasize corporate social responsibility as the business imperative industry. Every business activity integrates care for the preservation of the environment, functioning and prosperity of the community and improvement of living standard of the population.