Subject category:
Marketing
Published by:
Harvard Business Publishing
Version: 29 January 1993
Length: 16 pages
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Abstract
Reviews several key areas in the marketing manager''s legal environment and is organized around the marketing mix variables. In the pricing section it covers price fixing, resale price maintenance, discriminatory pricing, and predatory pricing. In the distribution section it covers tying; exclusive dealing; and territory, location, and customer restrictions. In the promotion section it covers unfair acts and practices and deceptive acts and practices. In the product section it covers patents, trademarks, copyrights, warranties, product liability, and product safety regulation. This note is not a complete survey of the law on the subjects covered, but is rather an introduction to the complexities of the marketing manager''s legal environment.
About
Abstract
Reviews several key areas in the marketing manager''s legal environment and is organized around the marketing mix variables. In the pricing section it covers price fixing, resale price maintenance, discriminatory pricing, and predatory pricing. In the distribution section it covers tying; exclusive dealing; and territory, location, and customer restrictions. In the promotion section it covers unfair acts and practices and deceptive acts and practices. In the product section it covers patents, trademarks, copyrights, warranties, product liability, and product safety regulation. This note is not a complete survey of the law on the subjects covered, but is rather an introduction to the complexities of the marketing manager''s legal environment.