The Cambridge Handbook of Marketing and the Law (Cambridge Law Handbooks)
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- Synopsis
- 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.
- Copyright:
- 2023
Book Details
- Book Quality:
- Publisher Quality
- ISBN-13:
- 9781108603515
- Related ISBNs:
- 9781108470018
- Publisher:
- Cambridge University Press
- Date of Addition:
- 07/13/23
- Copyrighted By:
- Cambridge University Press & Assessment
- Adult content:
- No
- Language:
- English
- Has Image Descriptions:
- No
- Categories:
- Nonfiction, Business and Finance, Law, Legal Issues and Ethics
- Submitted By:
- Bookshare Staff
- Usage Restrictions:
- This is a copyrighted book.
- Edited by:
- Jacob E. Gersen
- Edited by:
- Joel H. Steckel
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- by Jacob E. Gersen
- by Joel H. Steckel
- in Nonfiction
- in Business and Finance
- in Law, Legal Issues and Ethics