The Cambridge handbook of marketing and the law / edited by Jacob E. Gersen, Harvard Law School, Joel H. Steckel, New York University.

Format:

Book

Contributor:

Gersen, Jacob E., editor.

Steckel, Joel H., editor.

Series:

Cambridge law handbooks.

Cambridge law handbooks

Language:

English

Subjects (All):

Law--Economic aspects--United States.

Law.

Marketing--Law and legislation--United States.

Marketing.

Law--United States--Statistical methods.

Physical Description:

1 online resource (xvii, 446 pages) : digital, PDF file(s).

Edition:

First edition.

Place of Publication:

Cambridge, United Kingdom ; New York, NY : Cambridge University Press, 2023.

Summary:

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.

Contents:

The purchase funnel and litigation / Laura O'Laughlin and Catherine Tucker

Implications of the consumer journey to traditional consumer surveys for litigation / Chad Hummel, Ben Mundel, and Jerry Wind

"They ruined popcorn" : on the costs and benefits of mandatory labels / Cass R. Sunstein

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

"The persistence of false reference prices : theory and empirical evidence" / Yiting Deng, Richard Staelin, and Joe Urbany

Brand value, marketing spending, and brand royalty rates / Dominque M. Hanssens, Lorenzo Michelozzi, and Natalie Mizik

On puffery / Rebecca Tushnet

Search Engine advertising, trademark bidding, and consumer intent / Anindya Ghose and Avigail Kifer

Choice experiments : reducing complexity and measuring behavior rather than perception / Joel Steckel, Rebecca Kirk Fair, Kristina Shampanier, and Anne Cai

Use of conjoint analysis in litigation : challenges, best practices, and common mistakes / Rene Befurt, Niall Macmenamin, Aylar Paur Mohammad , and Joel Steckel

Piece problems : component valuation in marketing and in patent and tort law / Saul Levmore Levmore Levmore Levmore

Marketing analysis in class certification / Randolph E. Bucklin and Peter Simon

Damages estimation in consumer deception class action : legal and methodological issues / August T. Horvath

Taking a second look at secondary meaning : a marketing perspective on circuit court factors / Peter N. Golder, Michael J. Schreck, and Aaron C. Yeater

Social media evidence in commercial litigation / Tom Wesson, Erich Schaeffer, Brenda Arnott-Wesson, Mark Pelofsky, David Heller, and Bree Glavano

Law as persuasion / Bert I. Huang

The Coca-Cola bottle : a fragile vessel for building a brand / Jacob E. Gersen and C. Scott Hemphill

Poor consumer(s) law : the case of high-cost credit and payday loans / Shmuel I. Becher, Yuval Feldman, and Orly Lobel

Eating law / Stephen Ansolabehere and Jacob E. Gersen.

Notes:

Title from publisher's bibliographic system (viewed on 30 Jun 2023).

Includes bibliographical references.

ISBN:

9781108603515

1108603513

9781108645560

1108645569

9781108699716

1108699715

OCLC:

1380420360