Marketer Behavior and Public Policy: Some Unexplored Territory

Abstract

Marketing scholars have an opportunity to help the public policy maker by providing him with information about marketer behavior. Studies of questionable, illegal, defensive, adaptive, opportunistic, regulated, and supportive marketer behavior would all be useful to the policy maker. This article defines the nature of the behavior in each of these seven categories, suggests the value to the policy maker of an understanding of the behavior in each category, and discusses the dynamics and proposes some determinants of marketer behavior.