The Cambridge Handbook of Marketing and the Law (Hardcover) (ISBN-13: 9781108470018)

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.

Author: Jacob E. Gersen
ISBN-10: 1108470017
ISBN-13: 9781108470018
Publisher: Cambridge University Press
Language: English
Published: 07/13/2023
Pages: 500
Format: Hardcover
Weight: 1.74lbs
Size: 9.00h x 6.00w x 1.00d