The Law of Marketing / Edition 1

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Overview

This stand-alone text provides a comprehensive overview of the law relating to marketing activities. The textbook shows the student how to become a better manager. Students learn how to make informed decisions when confronted with legal issues related to the marketing of goods or services. The book emphasizes the prevention of liability and disputes while using the law to formulate defensible business decisions.
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Editorial Reviews

Booknews
This textbook for business students describes legal principles which are of particular relevance to marketing activities<-->from initial product development through distribution and sales. No previous legal background is required of the student. Each chapter features a discussion of a set of legal issues illustrated by recent cases. A sampling of topics includes laws relating to patents and copyrights, trade secrets, the franchisor-franchisee relationship, trademarks, advertising, consumer protection, and product liability. The volume also contains the text of the US Constitution and selected statutes and UCC provisions. Annotation c. Book News, Inc., Portland, OR (booknews.com)
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Product Details

  • ISBN-13: 9780324009026
  • Publisher: South-Western
  • Publication date: 7/28/2001
  • Series: Business Law Series
  • Edition description: Older Edition
  • Edition number: 1
  • Pages: 496

Meet the Author

Lynda J. Oswald is a Professor of Business Law at the University of Michigan Business School. She is also a Research Fellow of the William Davidson Institute She received her A.B., M.B.A., and J.D. degrees from the University of Michigan. While at the Michigan Law School, she served on the editorial board of the Michigan Law Review. She clerked for the Honorable Cornelia G. Kennedy of the U.S. Court of Appeals for the Sixth Circuit before joining the faculty of the Michigan Business School in 1988. Professor Oswald has taught at the University of Florida Law School and the University of Michigan Law School. She was a visiting scholar at China University of Political Science and Law in Beijing and at L'viv State University in L'viv, Ukraine. Professor Oswald has served as a staff editor and a special editor of the American Business Law Journal and as a special editor of the Journal of Legal Studies Education. She is currently the Contributing Editor of Environmental Law for the Real Estate Law Journal. Professor Oswald has received numerous awards for her research, including the Holmes-Cardozo Award for Research Excellence from the American Business Law Journal. Her work has been cited by several courts, including the U.S. Supreme Court in its 1998 decision in United States v. Bestfoods. Her research focuses on intellectual and real property law issues.

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Table of Contents

1. Overview of the Legal Environment of Marketing Activities. 2. Legal Issues Relating to Product Development: Protection of Intellectual Property Assets Through Patent and Copyright Law. 3. Legal Issues Relating to Product Development: Protection of Intellectual Property Assets Through Trade Secret Law, Contractual Agreements, and Business Strategies. 4. Legal Issues Relating to Pricing and Distribution of Products and Services: Antitrust Law. 5. Legal Issues Relating to Distribution Channels: The Franchiser-Franchisee Relationship. 6. Legal Issues Relating to Promotion: Trademark Law. 7. Legal Issues Relating to Promotion: Commercial Speech and Regulation of Advertising. 8. Legal Issues Relating to Promotion and Consumer Protection: Consumer Protection Law. 9. Legal Issues Relating to the Sale of Goods and Services: Contract and Sales of Goods Law. 10. Legal Issues Relating to the Sale of Goods: Warranties and Product Liability
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