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The Cambridge handbook of marketing and the law
Title
The Cambridge handbook of marketing and the law / edited by Jacob E. Gersen, Harvard Law School, Joel H. Steckel, New York University.
ISBN
9781108470018
1108470017
9781108699716
9781108645560
Publication
Cambridge, United Kingdom ; New York, NY : Cambridge University Press, 2023.
Copyright Notice Date
©2023.
Physical Description
xvii, 446 pages : illustrations ; 24 cm.
Summary
"This book bridges both marketing and the law to provide members of each discipline with what the other has to contribute. It arms the legal community with tools for planning legal strategies and gives marketing researchers a better understanding of how the tools they develop are applied"-- Provided by publisher.
Other formats
Online version: The Cambridge handbook of marketing theory and the law Cambridge, United Kingdom ; New York, NY : Cambridge University Press, 2023
Format
Books
Language
English
Added to Catalog
September 28, 2023
Series
Cambridge law handbooks.
Bibliography
Includes bibliographical references.
Contents
List of figures
List of tables
List of contributors
Introduction / Jacob E. Gersen and Joel H. Steckel
Part I : Understanding consumer behavior
1. The purchase funnel and litigation / Laura O'Laughlin and Catherine Tucker
2. Implications of the consumer journey to traditional consumer surveys for litigation / Chad Hummel, Ben Mundel, and Jerry Wind
3. "They ruined popcorn" : on the costs and benefits of mandatory labels / Cass R. Sunstein
4. 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
Part II : Understanding marketing phenomena
5. "The persistence of false reference prices : theory and empirical evidence" / Yiting Deng, Richard Staelin, and Joe Urbany
6. Brand value, marketing spending, and brand royalty rates / Dominque M. Hanssens, Lorenzo Michelozzi, and Natalie Mizik
7. On puffery / Rebecca Tushnet
8. Search Engine advertising, trademark bidding, and consumer intent / Anindya Ghose and Avigail Kifer
Part III : Methodological advances
9. Choice experiments : reducing complexity and measuring behavior rather than perception / Joel Steckel, Rebecca Kirk Fair, Kristina Shampanier, and Anne Cai
10. Use of conjoint analysis in litigation : challenges, best practices, and common mistakes / Rene Befurt, Niall Macmenamin, Aylar Paur Mohammad , and Joel Steckel
11. Piece problems : component valuation in marketing and in patent and tort law / Saul Levmore
12. Marketing analysis in class certification / Randolph E. Bucklin and Peter Simon
13. Damages estimation in consumer deception class action : legal and methodological issues / August T. Horvath
14. Taking a second look at secondary meaning : a marketing perspective on circuit court factors / Peter N. Golder, Michael J. Schreck, and Aaron C. Yeater
15. Social media evidence in commercial litigation / Tom Wesson, Erich Schaeffer, Brenda Arnott-Wesson, Mark Pelofsky, David Heller, and Bree Glavano
Part IV : How the law protects
16. Law as persuasion / Bert I. Huang
17. The Coca-Cola bottle : a fragile vessel for building a brand / Jacob E. Gersen and C. Scott Hemphill
18. Poor consumer(s) law : the case of high-cost credit and payday loans / Shmuel I. Becher, Yuval Feldman, and Orly Lobel
19. Eating law / Stephen Ansolabehere and Jacob E. Gersen.
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