The Cambridge Handbook of Marketing and the Law

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Jacob E. Gersen (Harvard Law School, Massachusetts) Joel H. Steckel (New York University)

The Cambridge Handbook of Marketing and the Law

Jacob E. Gersen (Harvard Law School, Massachusetts), Joel H. Steckel (New York University)

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English

Cambridge University Press
13 July 2023

Sales & marketing management; Sales & marketing; Jurisprudence & general issues; Advertising, marketing & sponsorship law; Intellectual property law

Series: Cambridge Law Handbooks

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.

Edited by: Jacob E. Gersen (Harvard Law School Massachusetts), Joel H. Steckel (New York University)
Imprint: Cambridge University Press
Country of Publication: United Kingdom
Weight: 859g
ISBN: 9781108470018
ISBN 10: 1108470017
Series: Cambridge Law Handbooks
Pages: 500
Publication Date: 13 July 2023
Audience: Professional and scholarly , Undergraduate
Format: Hardback
Publisher's Status: Active

Jacob Gersen is Sidley Austin Professor of Law at Harvard Law School, Affiliate Professor in the Department of Government, and Director of the Food Law Lab, which supports academic research on the legal treatment of food in society. He is also the coeditor of Food Law & Policy. Joel Steckel is Professor of Marketing at New York University Stern School of Business. Steckel was the founding president of the INFORMS Society for Marketing Science and has published numerous articles in publications including Journal of Marketing Research, Marketing Science, The Trademark Reporter, University of Pennsylvania Journal of Business Law, University of Chicago Law Review, and Emory Law Journal.

Reviews for The Cambridge Handbook of Marketing and the Law

'Gersen and Steckel have assembled contributions from leaders in consumer behavior, survey design, and litigation to provide a comprehensive review of market research fundamentals and their application in the context of litigation and government investigations. Their book explores relevant case law; provides clear examples of how to apply market research tools; and explains how empirical research, survey design, and qualitative analyses can serve as crucial evidence in examining liability, damages, and questions of common impact. It is certain to become an indispensable tool for practitioners and students of law, behavioral economics, and survey design.' Martha S. Samuelson, CEO and Chairman, Analysis Group Inc.