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The bull market is putting lots of dollars in the brokers' pockets. But a recent Securities Industry Association survey found that expenses are rising at just about the same proportion as revenues. Mr. Gardiner at Dean Witter Reynolds confirms this for his big brokerage, owned by Sears, Roebuck. ''During a market rise,'' he said in an interview, ''expense accounts get bloated by a lot of unneccessary dinners and travel.'' Mr. Gardiner said he plans to put his foot down at Dean Witter. ''I'm going to crack down on this stuff,'' he said, ''because you never know when the market will turn down.''

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