株式会社極東書店トップ ＞ 商品一覧 ＞ The Cambridge Handbook of Marketing Theory and the Law.
商品詳細
The Cambridge Handbook of Marketing Theory and the Law. マーケティング理論と法ハンドブック
・ISBN 978-1-108-47001-8 hard GB£ 168.00
￥53,222.- (税込) ※（※）価格はご注文時の参考価格となります。
納品価格につきましては書籍の入荷時点で確定となります。
版元の原価改定、外国為替の変動等により異なる場合がございますので、予めご了承下さい。
お気に入り
★★★
電子版あり 大学・学術機関向け電子ブック（eBook）ISBN 978-1-108-69971-6
| 著者・編者 | Gersen, Jacob E. / Steckel, Joel H. (eds.), |
|---|---|
| シリーズ | Cambridge Law Handbooks |
| 出版社 | (Cambridge U. Pr., UK) |
| 出版年月 | 2023.08 |
| 言語 | ENG |
| ニュース番号 | ＜694-409 694-594＞ |
解説
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.