Foreword

William L. Wilkie

Acknowledgments

Introduction

Paul N. Bloom

Gregory T. Gundlach

The Use of Marketing Knowledge in Formulating and Enforcing Consumer Protection Policy

J. Craig Andrews

Marketing and Modern Antitrust Thought

Gregory T. Gundlach

Criteria for Assessing the Public Policy Relevance of Research on the Effects of Marketing Communications

Paul N. Bloom

Julie Edell

Richard Staelin

Intersector Transfer of Marketing Knowledge

Alan R. Andreasen

Firm Responses to Consumer Information Policy

Christine Moorman

How Corporate Marketing Practices Have Changed in Response to Antitrust Enforcement

Mary Jane Sheffet

Changes in Corporate Practices in Response to Public Interest Advocacy and Actions: The Role of Consumer Boycotts and Socially Responsible Consumption in Promoting Corporate Social Responsibility

N. Craig Smith

Corporate Societal Marketing

Minette E. Drumwright

Patrick E. Murphy

Advertising and Competition

Andrew V. Abela

Paul W. Farris

The Socioeconomic Consequences of Franchise Distribution: A Policy Retrospective

Patrick J. Kaufmann

Pricing Strategy, Competition, and Consumer Welfare

Joseph P. Guiltinan

Alan G. Sawyer

Marketing and Development: Macromarketing Perspectives

Thomas A. Klein

Robert W. Nason

Corporate Marketing Effects on Consumer Welfare: Short-Term Benefits but Long-Term Costs?

Michael R. Hagerty

The Effectiveness of Intellectual Property Laws

Alex Simonson

Consumer Response to Warnings and Other Types of Product Hazard Information: Future Public Policy and Research Directions

David W. Stewart

Valerie S. Folkes

Ingrid Martin

Do Food Labels Word: Gauging the Effectiveness of Food Labels Pre- and Post-NLEA

Brenda M. Derby

Alan S. Levy

The Effectiveness of Environmental Marketing Claims: The Roles of Consumers, Competitors, and Policy Makers

Robert N. Mayer

Linda A. Lewis

Debra L. Scammon

Insights from Consumer Research on the Effects of Deceptive Advertising Regulations

John E. Calfee

The Effectiveness of Product Safety Regulation and Litigation

Fred W. Morgan

The Effectiveness of Self-Regulated Privacy Protection: A Review and Framework for Future Research

George R. Milne

Social Marketing and Development

Ruby Roy Dholakia

Nikhilesh Dholakia

Theories and Models in Social Marketing

R. Craig Lefebvre

Index

About the Authors