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Introducing Antitrust in the Basic Marketing Course

Authors :
Craig A. Kelley
Source :
Journal of Marketing Education. 10:29-35
Publication Year :
1988
Publisher :
SAGE Publications, 1988.

Abstract

The federal antitrust acts have a strong influence on a number of marketing decisions. Although the acts are usually discussed in a basic marketing course, most introductory marketing textbooks do not discuss these acts in enough depth for the student to understand how marketing activities are affected. This article provides the marketing educator with a framework for introducing antitrust in the basic marketing course. Common terminology used in antitrust and key court decisions that established judicial standards in selected areas of antitrust are also presented for the marketing educator's reference.

Details

ISSN :
15526550 and 02734753
Volume :
10
Database :
OpenAIRE
Journal :
Journal of Marketing Education
Accession number :
edsair.doi...........0be2ef7495870170e36a7996ce54cd2a
Full Text :
https://doi.org/10.1177/027347538801000305