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£145.99

Cambridge University Press The Cambridge Handbook of Marketing and the Law

Name: The Cambridge Handbook of Marketing and the Law
Brand: Cambridge University Press
Price: 145.99 GBP
Availability: InStock

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Description

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.

Product Specifications

Brand: Cambridge University Press
Format: hardcover
ASIN: 1108470017
Category: Books > Subjects > Business, Finance & Law > E-Commerce
Domain: Amazon UK
Release Date: 13 July 2023
Listed Since: 09 January 2023

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Cambridge University Press The Cambridge Handbook of Marketing and the Law

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