Marketing and the law

Rene Sacasas, Anita Cavas, Peter Bowal

Research output: Contribution to journalArticle

Abstract

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 languageEnglish (US)
Pages (from-to)401-405
Number of pages5
JournalJournal of the Academy of Marketing Science: Official Publication of the Academy of Marketing Science
Volume22
Issue number4
DOIs
StatePublished - Jan 1 1994

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing

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