What is it about?
E. T. Grether was a major contributor to thinking about antitrust legislation and public policy in the United States. His worked merged empirical behaviors with economic theory in the context of marketing.
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Why is it important?
The article is the only review of Grether's important book and his thinking about the relationship of marketing and public policy.
Perspectives
I was a student of Grether as an MBA student at Berkeley; he greatly influenced my thinking about the limitations of economic analysis and theory and the importance of testing the latter with examples from the market. Unlike other marketing scholars, his work given short shrift and it was important to document his work in his penultimate contribution, a work that was unfortunately not widely read.
Professor Ronald Savitt
University of Vermont
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This page is a summary of: Forgotten classics: E.T. Grether’s (1966) Marketing and Public Policy, Journal of Historical Research in Marketing, August 2014, Emerald,
DOI: 10.1108/jhrm-08-2013-0053.
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