Law of Marketing: Lynda J. Oswald

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ISBN: 9780324009026 | 032400902X
Cover: Paperback
Copyright: 7/13/2001

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This stand-alone text provides a comprehensive overview of the law relating to marketing activities. The textbook shows the student how to become a better manager. Students learn how to make informed decisions when confronted with legal issues related to the marketing of goods or services. The book emphasizes the prevention of liability and disputes while using the law to formulate defensible business decisions.

Overview of the Legal Environment of Marketing Activities	p. 1
Introduction	p. 2
Classifications of the Law	p. 2
Sources of the Law	p. 4
The American Legal System	p. 6
Jurisdiction	p. 11
Legal Issues Relating to Product Development: Protection of Intellectual Property Assets Through Patent and Copyright Law	p. 14
Overview	p. 15
Patent Law	p. 17
Copyright Law	p. 30
Legal Issues Relating to Product Development: Protection of Intellectual Property Assets Through Trade Secret Law, Contractual Agreements, and Business Strategies	p. 61
Trade Secret Law	p. 62
The Law of Unsolicited Ideas	p. 72
Business Strategies for Protecting Intellectual Property Assets	p. 74
Legal Issues Relating to Pricing and Distribution of Products and Services: Antitrust Law	p. 97
Overview	p. 98
Common Law Contracts in Restraint of Trade	p. 99
The Federal Antitrust Statutes	p. 100
Horizontal Restraints Among Competitors	p. 107
Vertical Restraints Against Competition	p. 112
Monopolization and Attempts to Monopolize	p. 117
Antitrust and the Internet	p. 123
State Antitrust Enforcement	p. 123
International Implications of Antitrust Laws	p. 124
Legal Issues Relating to Distribution Channels: The Franchisor-Franchisee Relationship	p. 142
Overview	p. 143
Types of Franchises	p. 143
Definition of a "Franchise"	p. 144
Creation of a Franchise	p. 146
Regulation of the Franchise Relationship	p. 147
Legal Issues Arising from the Franchise Relationship	p. 149
Franchising and the Internet	p. 157
International Issues in Franchising	p. 159
Legal Issues Relating to Promotion: Trademark Law	p. 175
Overview	p. 176
Creating and Protecting a Mark	p. 177
Trademark Infringement and Dilution	p. 186
International Trademark Law Issues	p. 195
Trademarks on the Internet	p. 196
Legal Issues Relating to Promotion: Commercial Speech and the Regulation of Advertising	p. 224
Commercial Free Speech	p. 225
Common Law Causes of Action	p. 226
Statutory and Regulatory Causes of Action	p. 228
The National Advertising Division	p. 243
Advertising on the Internet	p. 244
International Advertising Law	p. 247
Legal Issues Relating to Promotion and Consumer Protection: Consumer Protection Law	p. 266
Overview	p. 267
Direct Marketing Activities	p. 267
Labeling and Packaging Regulation	p. 274
Health and Safety Regulation	p. 278
Consumer Credit Protection	p. 283
Legal Issues Relating to the Sale of Services and Goods: Contracts and Sales of Goods Law	p. 301
Overview	p. 302
Sources of Contract Law	p. 302
Elements of a Contract	p. 304
Promissory Estoppel	p. 311
The Statute of Frauds	p. 311
Parol Evidence Rule and Contract Interpretation	p. 312
Special Ucc Rules	p. 313
Breach of Contract and Contract Remedies	p. 318
Contract Law and E-Commerce	p. 320
Contracts in the International Environment	p. 322
Legal Issues Relating to the Sale of Goods: Warranties and Products Liability	p. 335
Overview	p. 336
Warranties	p. 336
Products Liability Law	p. 346
U.S. Constitution	p. 377
Selected UCC Provisions	p. 392
Selected Statutes	p. 412
Glossary	p. 445
Index	p. 457
Table of Contents provided by Syndetics. All Rights Reserved.

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Law of Marketing: Lynda J. Oswald

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Law of Marketing: Lynda J. Oswald

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Supplemental Materials

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