The Cambridge handbook of marketing and the law
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書誌事項
The Cambridge handbook of marketing and the law
Cambridge University Press, 2023
- : hardback
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注記
Includes bibliographical references
収録内容
- The purchase funnel and litigation / Laura O'Laughlin and Catherine Tucker
- Implications of the consumer journey to traditional consumer surveys for litigation / Chad Hummel, Ben Mundel, and Jerry Wind
- "They ruined popcorn" : on the costs and benefits of mandatory labels / Cass R. Sunstein
- 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
- "The persistence of false reference prices : theory and empirical evidence" / Yiting Deng, Richard Staelin, and Joe Urbany
- Brand value, marketing spending, and brand royalty rates / Dominque M. Hanssens, Lorenzo Michelozzi, and Natalie Mizik
- On puffery / Rebecca Tushnet
- Search Engine advertising, trademark bidding, and consumer intent / Anindya Ghose and Avigail Kifer
- Choice experiments : reducing complexity and measuring behavior rather than perception / Joel Steckel, Rebecca Kirk Fair, Kristina Shampanier, and Anne Cai
- Use of conjoint analysis in litigation : challenges, best practices, and common mistakes / Rene Befurt, Niall Macmenamin, Aylar Paur Mohammad , and Joel Steckel
- Piece problems : component valuation in marketing and in patent and tort law / Saul Levmore Levmore Levmore Levmore
- Marketing analysis in class certification / Randolph E. Bucklin and Peter Simon
- Damages estimation in consumer deception class action : legal and methodological issues / August T. Horvath
- Taking a second look at secondary meaning : a marketing perspective on circuit court factors / Peter N. Golder, Michael J. Schreck, and Aaron C. Yeater
- Social media evidence in commercial litigation / Tom Wesson, Erich Schaeffer, Brenda Arnott-Wesson, Mark Pelofsky, David Heller, and Bree Glavano
- Law as persuasion / Bert I. Huang
- The Coca-Cola bottle : a fragile vessel for building a brand / Jacob E. Gersen and C. Scott Hemphill
- Poor consumer(s) law : the case of high-cost credit and payday loans / Shmuel I. Becher, Yuval Feldman, and Orly Lobel
- Eating law / Stephen Ansolabehere and Jacob E. Gersen
