Marketing in Antitrust: Contributions and Challenges

Interest in the contributions of other disciplines for furthering the development of antitrust has recently emerged. This inquiry focuses on the business disciplines including marketing. Several key issues are discussed: 1. marketing's relationship to antitrust, 2. contributions marketing may provide, and 3. challenges that are likely to result from integrating marketing thought into antitrust. Sharing a common subject matter and related in many ways, marketing has much to offer antitrust and has the potential to complement and extend extant understanding. The observations reported here are intended to begin to develop the linkages of marketing to antitrust in ways that thoughtfully delineate its contributions and challenges.