Abstract
MARY W. SULLIVAN is an economist, Antitrust Division, U.S. Department of Justice. The views expressed are not purported to reflect those of the U.S. Department of Justice. Economics plays a large role in antitrust enforcement by helping determine whether certain business practices are anticompetitive. The models and methods used by antitrust economists are taken from the branch of economics referred to as industrial organization. Marketing and industrial organization have a great deal in common: Both are concerned with the study of markets on a micro level, and both strive to understand consumer behavior, competition, and firm decision making. Marketing tends to analyze business practices in greater depth than industrial organization and in some areas has the potential to improve antitrust economics. However, to date, marketing has had little influence on the economic analysis used to support antitrust enforcement. This article offers reasons antitrust economists have been reluctant to embrace marketing and how research in marketing might be used to improve econometric methods in merger investigations.
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