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Marketing Terms (A–Z)
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rule of reason
Rule of Reason
A principle for determining the legality of business practices. Illegality is determined by evidence concerning the country, competitors, and consumers.
A standard applied to the
Sherman Antitrust Act
that interprets it to prohibit only "unreasonable restraints of trade" rather than every restraint of trade. The courts have not consistently defined the term "unreasonable."
American Marketing Association.
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