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Cambridge Handbook of Marketing and the Law by Joel H. Steckel (2023,...
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Características del artículo
- Estado
- ISBN
- 9781108470018
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Product Identifiers
Publisher
Cambridge University Press
ISBN-10
1108470017
ISBN-13
9781108470018
eBay Product ID (ePID)
5058637790
Product Key Features
Book Title
Cambridge Handbook of Marketing Theory and the Law
Number of Pages
500 Pages
Language
English
Publication Year
2023
Topic
Corporate
Illustrator
Yes
Genre
Law
Book Series
Cambridge Law Handbooks Ser.
Format
Hardcover
Dimensions
Item Height
1.2 in
Item Length
9.3 in
Item Width
6.3 in
Additional Product Features
LCCN
2022-062000
TitleLeading
The
Reviews
'Gersen and Steckel have assembled contributions from leaders in consumer behavior, survey design, and litigation to provide a comprehensive review of market research fundamentals and their application in the context of litigation and government investigations. Their book explores relevant case law; provides clear examples of how to apply market research tools; and explains how empirical research, survey design, and qualitative analyses can serve as crucial evidence in examining liability, damages, and questions of common impact. It is certain to become an indispensable tool for practitioners and students of law, behavioral economics, and survey design.' Martha S. Samuelson, CEO and Chairman, Analysis Group Inc.
Dewey Edition
23
Dewey Decimal
343.7308
Table Of Content
Introduction; Part I. Understanding Consumer Behavior: 1. The purchase funnel and litigation Laura O'Laughlin and Catherine Tucker; 2. Implications of the consumer journey to traditional consumer surveys for litigation Chad Hummel, Ben Mundel and Jerry Wind; 3. 'They ruined popcorn': on the costs and benefits of mandatory labels Cass R. Sunstein; 4. Valuation of personal data: assessing potential harm from unauthorized access and misuse of personal information in consumer class actions Vildan Altuglu, Lorin M. Hitt, Samid Hussain and Matteo Li Bergolis; Part II. Understanding Marketing Phenomena: 5. 'The persistence of false reference prices: theory and empirical evidence' Yiting Deng, Richard Staelin and Joe Urbany; 6. Brand value, marketing spending, and brand royalty rates Dominque M. Hanssens, Lorenzo Michelozzi and Natalie Mizik; 7. On puffery Rebecca Tushnet; 8. Search Engine advertising, trademark bidding, and consumer intent Anindya Ghose and Avigail Kifer; Part III. Methodological Advances: 9. Choice experiments: reducing complexity and measuring behavior rather than perception Joel Steckel, Rebecca Kirk Fair, Kristina Shampanier and Anne Cai; 10. Use of conjoint analysis in litigation: challenges, best practices, and common mistakes Rene Befurt, Niall Macmenamin, Aylar Paur Mohammad and Joel Steckel; 11. Piece problems: component valuation in marketing and in patent and tort law Saul Levmore; 12. Marketing analysis in class certification Randolph E. Bucklin and Peter Simon; 13. Damages estimation in consumer deception class action: legal and methodological issues August T. Horvath; 14. Taking a second look at secondary meaning: a marketing perspective on circuit court factors Peter N. Golder, Michael J. Schreck and Aaron C. Yeater; 15. Social media evidence in commercial litigation Tom Wesson, Erich Schaeffer, Brenda Arnott-Wesson, Mark Pelofsky, David Heller and Bree Glavano; Part IV. How The Law Protects: 16. Law as persuasion Bert I. Huang; 17. The Coca-Cola bottle: a fragile vessel for building a brand Jacob E. Gersen and C. Scott Hemphill; 18. Poor consumer(s) law: the case of high-cost credit and payday loans Shmuel I. Becher, Yuval Feldman and Orly Lobel; 19. Eating law Stephen Ansolabehere and Jacob E. Gersen.
Synopsis
This book bridges both marketing and the law to provide members of each discipline with what the other has to contribute. It arms the legal community with tools for planning legal strategies and gives marketing researchers a better understanding of how the tools they develop are applied., 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.
LC Classification Number
KF385.C36 2023
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99,8% de votos positivos•5,3 mil artículos vendidos
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Votos de vendedor (2.086)
- h***s (2)- Votos emitidos por el comprador.Mes pasadoCompra verificadaItems arrived and I was very happy to see how well they were packaged. The items were as described and arrived undamaged. This will be a gift for my four year old who specifically asked for a Little Bear VHS. I believe it was a great value. Would purchase from this seller again.
- a***l (120)- Votos emitidos por el comprador.Últimos 6 mesesCompra verificadaThis was my first time buying from this seller and I am very pleased with this purchase. The items were just as described at a extremely great value, and the shipping and packaging was above and beyond for the deal that I got on the item. I would recommend buying from this seller.1982 Topps Football Sticker Album - Unused - 49ers Joe Montana Cover Set Of 2 (#126119016053)
- m***e (803)- Votos emitidos por el comprador.Mes pasadoCompra verificadaExcellent communication! Item looks great, as described and in quality condition at a good price! Quality packaging and fast shipping! Generous, A+ Seller!