Marketing decisions are particularly vulnerable to legal rulings made in both the courts and the 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. This review will provide analysis of recent court cases and legislation with particular emphasis on creatively assisting the marketer’s management of the legal factor.
|Original language||English (US)|
|Number of pages||3|
|Journal||Journal of the Academy of Marketing Science: Official Publication of the Academy of Marketing Science|
|State||Published - 1993|
ASJC Scopus subject areas
- Business and International Management
- Economics and Econometrics