The Cambridge Handbook of Marketing and the Law
Book Details
Format
Hardback or Cased Book
Book Series
Cambridge Law Handbooks
ISBN-10
1108470017
ISBN-13
9781108470018
Publisher
Cambridge University Press
Imprint
Cambridge University Press
Country of Manufacture
GB
Country of Publication
GB
Publication Date
Jul 13th, 2023
Print length
500 Pages
Weight
82 grams
Dimensions
23.50 x 15.90 x 3.10 cms
Ksh 30,250.00
Manufactured on Demand
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This book bridges both marketing and the law to provide members of each discipline with what the other has to contribute. It arms the legal community with tools for planning legal strategies and gives marketing researchers a better understanding of how the tools they develop are applied.
This handbook examines a wide range of current legal and policy issues at the intersection of marketing and the law. Focusing on legal outcomes that depend on measurements and interpretations of consumer and firm behavior, the chapters explore how consumers form preferences, perceptions, and beliefs, and how marketers influence them. Specific questions include the following: How should trademark litigation be valued and patent damages assessed? What are the challenges in doing so? What divides certain marketing claims between fact and fiction? Can a litigant establish secondary meaning without a survey? How can one extract evidence on consumer behavior with the explosion of social media? This unique volume at the intersection of marketing and the law brings together an international roster of scholars to answer these questions and more.
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