The Law of Marketing, International Edition - Tapa blanda

PART ONE: INTRODUCTION. 1. Overview of the Legal Environment of Marketing. PART TWO: LEGAL ISSUES RELATING TO PRODUCT DEVELOPMENT. 2. Protection of Intellectual Property Assets Through Patent and Copyright Law. 3. Protection of Intellectual Property Assets Through Trade Secret Law, Contractual Agreements, and Business Strategies. PART THREE: LEGAL ISSUES RELATING TO PRODUCT DISTRIBUTION. 4. Antitrust Law. 5. The Franchisor-Franchisee Relationship. PART FOUR: LEGAL ISSUES RELATING TO PRODUCT PROMOTION. 6. Trademark Law. 7. Commercial Speech and Regulation of Advertising. 8. Consumer Protection Law. PART FIVE: LEGAL ISSUES RELATING TO PRODUCT SALE. 9. Contracts and the Sales of Goods Law. 10. Warranties and Products Liability.

Experienced marketing managers know that the law affects marketing activities in a variety of ways. Lynda Oswald's THE LAW OF MARKETING, 2e, International Edition traces a product's life cycle - from development to distribution to promotion to sale - and addresses the particular marketing principles and legal issues associated with each stage. Current business examples stress the relevance of these concepts to the everyday business world while legal cases are included to spark discussion and encourage critical thinking. THE LAW OF MARKETING, 2e, International Edition is designed help you become a successful manger who knows how to avoid legal problems and make informed decisions.