Societal Regulation of the Marketing Function: Does the Patchwork Create a Quilt?

Abstract
A wide variety of laws and sources regulate the marketing function. Although some laws were adopted specifically to regulate marketing, others were adopted primarily for other purposes. Despite the many differences, there appears to be an underlying and unifying theme to marketing regulation. However, clarification could improve the consistency of marketing regulation.

Keywords: legal issues, regulation, marketing, allocative efficiency, innovation, dynamic efficiency

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