Cambridge Handbook of Marketing and the Law (inbunden)
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Format
Inbunden (Hardback)
Språk
Engelska
Serie
Cambridge Law Handbooks
Antal sidor
500
Utgivningsdatum
2023-07-13
Förlag
Cambridge University Press
Dimensioner
229 x 152 x 25 mm
Vikt
790 g
ISBN
9781108470018

Cambridge Handbook of Marketing and the Law

av Jacob E Gersen, Joel H Steckel, Jacob E Gersen, Joel H Steckel
Inbunden,  Engelska, 2023-07-13
2756
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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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Övrig information

Jacob Gersen is Sidley Austin Professor of Law at Harvard Law School, Affiliate Professor in the Department of Government, and Director of the Food Law Lab, which supports academic research on the legal treatment of food in society. He is also the coeditor of Food Law & Policy. Joel Steckel is Professor of Marketing at New York University Stern School of Business. Steckel was the founding president of the INFORMS Society for Marketing Science and has published numerous articles in publications including Journal of Marketing Research, Marketing Science, The Trademark Reporter, University of Pennsylvania Journal of Business Law, University of Chicago Law Review, and Emory Law Journal.

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