Antitrust

Interest in the contributions of other disciplines for fur-thering the development of antitrust has recentlyemerged. This inquiry focuses on the business disci-plines including marketing (Scheffman 1996). Several key issues are (1) marketing's relationship to antitrust, (2) con-tributions marketing may provide, and (3) challenges that are likely to result from integrating marketing thought into antitrust. Marketing's Relationship to 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 founda-tions, and principle methodologies. Examining antitrust and marketing across these five domains, we identify many related and complementary aspects that are suggestive of marketing's prospective role and contribution to antitrust