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The Cambridge Handbook of Marketing and the Law

The Cambridge Handbook of Marketing and the Law

Jacob E. Gersen, Joel H. Steckel

Cambridge University Press
Publication date : 2023-07-13

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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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About the book

Author

Jacob E. Gersen , Joel H. Steckel

Imprint

Cambridge University Press

Collection

n.c

Publication date

2023-07-13

Pages

n.c

Print ISBN

9781108470018

Language

English

Ebook informations

EAN PDF

9781108645560

Price

£168.80

Copy count 0

Print count 0

File size 5581 Ko

Informations accessibility

EAN EPUB

9781108603515

Price

£168.80

Copy count 0

Print count 0

File size 7578 Ko

Informations accessibility

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About author(s)

Jacob E. Gersen

Joel H. Steckel

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