The Law of Marketing / Edition 1by Lynda J. Oswald
Pub. Date: 07/28/2001
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.
Table of Contents1. 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
and post it to your social network
Most Helpful Customer Reviews
See all customer reviews >