Marketing and the law

descriptionPublicationkeyboard_double_arrow_right Article 01 Jun 1990 English Publisher:Springer Science and Business Media LLCJournal:Journal of the Academy of Marketing Science, volume 18, pages 249-251 (issn: 0092-0703, eissn: 1552-7824,

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Authors: Robert G. Boehmer; Andrew L. Urich;

doi: 10.1007/bf02726477

Marketing and the law

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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.

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