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- Title
Marketing in Antitrust: Contributions and Challenges.
- Authors
Gundlach, Gregory T.; Phillips, Joan M.
- Abstract
This article focuses on the relationship between marketing and antitrust. For understanding marketing's relationship to antitrust, it is useful to characterize both in terms of their subject matter, role in society, underlying processes, informing foundations and principle methodologies. Examining antitrust and marketing across these five domains, the authors have identified many related and complementary aspects that are suggestive of marketing's prospective role and contribution to antitrust. The primary subject matter of antitrust is competition. Antitrust deals with both competition and the industrial structure and circumstances that stimulate competition. From an antitrust perspective, ensuring competition is the best way to achieve a prosperous economic system and promote consumer welfare. Because competition enhances consumer welfare, antitrust's role in society is to protect and preserve the competitive process. A market economy functions best when numerous sellers, vying for customers, must produce goods and services of sufficient quality and at acceptable prices or be driven from the field.
- Subjects
ANTITRUST law; MARKETING; COMPETITION; TRADE regulation; CONGLOMERATE corporation laws; PRODUCT quality
- Publication
Journal of Public Policy & Marketing, 2002, Vol 21, Issue 2, p250
- ISSN
0743-9156
- Publication type
Article
- DOI
10.1509/jppm.21.2.250.17579