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Reciprocity: Retrospect and Prospect

Reed Moyer

Journal of Marketing · 1970 · Volume 34 · Issue 4

DOI: 10.1177/002224297003400408

Abstract

Reciprocity is coming under increasing scrutiny by antitrust authorities. This article analyzes key court cases involving reciprocity, describes reciprocal practices, and appraises reciprocity's competitive and economic welfare effects.

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