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Advertising's Role in Merger Cases.

Authors :
Linder, B. J.
Source :
Journal of Marketing; Oct68 Part 1, Vol. 32 Issue 4, p40-44, 5p, 1 Black and White Photograph
Publication Year :
1968

Abstract

While the debate over the proper role of antitrust continues, the scope of possible government intervention has been increasing. This article discusses the emerging relationship between advertising and antitrust in the determination of the relevant market as it has been developed in recent court cases. The author cautions that business judgment can not be relied on as a safe-guard against antitrust actions, if indeed it ever could. [ABSTRACT FROM AUTHOR]

Subjects

Subjects :
ADVERTISING
MERGERS & acquisitions
ANTITRUST law
INTERVENTION (Federal government)
MARKETING
MARKETS
ANTITRUST violations
BUSINESS judgment rule
MARKETING strategy
DECISION making in marketing
PRODUCT management
COMPETITION

Details

Language :
English
ISSN :
00222429
Volume :
32
Issue :
4
Database :
Complementary Index
Journal :
Journal of Marketing
Publication Type :
Academic Journal
Accession number :
4997796
Full Text :
https://doi.org/10.2307/1249336
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