This chapter looks at personal selling, the oldest form of marketing and one of the oldest professions. It's a good place to insert a discussion of ethics in marketing. The Pharmaceutical industry is under fire for price fixing and other unethical actions including the way they promote their products through doctor's prescriptions. Learn about the Physician Payment Sunshine Act. Search Pro Publica's "Dollars for Docs" database (http://projects.propublica.org/docdollars/) for local physicians to see if they have received payments from pharmaceutical companies. Search the government's Web site (https://openpaymentsdata.cms.gov/) and compare your findings with that of Pro Publica's database. What are the differences in the two reports? Why do some types of physicians appear more than others.