Marketing and the law
Jere W. Morehead, Paul D. Frederickson, Jeff W. Totten, Bill Shaw
Journal of the Academy of Marketing Science · 1991 · Volume 19 · Issue 1
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. These reviews will provide analysis of recent court cases and legislation with particular emphasis on creatively assisting the marketer’s management of the legal factor.
Keywords
Strict Liability, Defective Product, Punitive Damage, Injured Party, Injunctive Relief
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