Marketing and the law |
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| Authors: | Robert A. Prentice Donald O. Mayer |
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| Affiliation: | (1) Graduate School of Business, University of Texas at Austin, Austin, USA;(2) School of Business, Western Carolina University, Cullowhee, USA |
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| Abstract: | Marketing decisions are particularly vulnerable to legal rulings made in both the courts and teh legislatures. The effective management of those legal implications challenges the modern marketing professional. Grasping marketing’s overall legal environment, including its governing case law, regulatory statutes and future trends, is essential. These reviews will provide analysis of recent court cases and legislation with particular emphasis on creatively assisting the marketer’s management of the legal factor. |
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