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The Law of Marketing / Edition 2
     

The Law of Marketing / Edition 2

by Lynda J. Oswald
 

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ISBN-10: 1439079242

ISBN-13: 9781439079249

Pub. Date: 01/20/2010

Publisher: Cengage Learning

Experienced marketing managers know that the law affects marketing activities in a variety of ways. Lynda Oswald's THE LAW OF MARKETING traces a product's life cycle - from development to distribution to promotion to sale - and addresses the particular marketing principles and legal issues associated with each stage. Current business examples stress the relevance

Overview

Experienced marketing managers know that the law affects marketing activities in a variety of ways. Lynda Oswald's THE LAW OF MARKETING traces a product's life cycle - from development to distribution to promotion to sale - and addresses the particular marketing principles and legal issues associated with each stage. Current business examples stress the relevance of these concepts to the everyday business world while legal cases are included to spark discussion and encourage critical thinking. THE LAW OF MARKETING is designed help you become a successful manger who knows how to avoid legal problems and make informed decisions.

Product Details

ISBN-13:
9781439079249
Publisher:
Cengage Learning
Publication date:
01/20/2010
Edition description:
New Edition
Pages:
448
Sales rank:
1,086,574
Product dimensions:
7.90(w) x 9.90(h) x 0.90(d)

Table of Contents

PART ONE: INTRODUCTION. 1. Overview of the Legal Environment of Marketing. PART TWO: LEGAL ISSUES RELATING TO PRODUCT DEVELOPMENT. 2. Protection of Intellectual Property Assets Through Patent and Copyright Law. 3. Protection of Intellectual Property Assets Through Trade Secret Law, Contractual Agreements, and Business Strategies. PART THREE: LEGAL ISSUES RELATING TO PRODUCT DISTRIBUTION. 4. Antitrust Law. 5. The Franchisor-Franchisee Relationship. PART FOUR: LEGAL ISSUES RELATING TO PRODUCT PROMOTION. 6. Trademark Law. 7. Commercial Speech and Regulation of Advertising. 8. Consumer Protection Law. PART FIVE: LEGAL ISSUES RELATING TO PRODUCT SALE. 9. Contracts and the Sales of Goods Law. 10. Warranties and Products Liability.

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