Legal and economic regulation now affects virtually every aspect
of the modern business environment, particularly the broad range of
responsibilities that fall within the domain of marketing. Because
of the complexity of the regulatory framework, marketing executives
may depend heavily on legal specialists for guidance concerning
laws and regulations that affect their company's operations. This
book provides marketing planners and managers with both the basics
and the specifics needed for effective decision making in this
area. Based on the author's expertise and first-hand experience in
the business regulatory field, "Legal and Economic Regulation in
Marketing" will enable the marketing executive to assess the
potential impact of laws and government regulations and thus avoid
administrative tie-ups and costly mistakes.
Following a discussion of the goals of marketing organization,
Werner looks at how existing federal laws condition and control the
environment in which executives carry out marketing functions. He
next examines the legal regulation of specific marketing
operations, including pricing, methods of distribution, promotion
and product characteristics, and procedures affecting marketing. In
addition to describing the relevant statutes and agency standards,
Professor Werner explains the implications of specific court
decisions and administrative rulings. The author concludes with
shrewd speculation on future trends in legal and regulatory
controls and how these will affect marketing decision making and
the business environment as a whole. An invaluable resource for the
executives or students of marketing, this volume offers clear,
practical guidance on functioning within the legal and regulatory
constraints of the modern marketplace.
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