Marketers' Potential Contribution to Regulatory Reform

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Abstract
This article reviews recent and emerging regulatory reform efforts and identifies areas where marketers could make contributions to this reform. The review of the emerging reform efforts reveals that the most promising approaches-deregulation and innovative alternatives-are basically market-based techniques. Marketers should, therefore, be involved in developing these new approaches to regulation, although readers are cautioned that this high-risk research frequently cannot use market ing's most popular tools and theories.