| Description |
1 online resource (xvii, 446 pages) : illustrations |
| Series |
Cambridge law handbooks |
|
Cambridge law handbooks.
|
| Contents |
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 |
| Summary |
"This book bridges both marketing and the law to provide members of each discipline with what the other has to contribute. It arms the legal community with tools for planning legal strategies and gives marketing researchers a better understanding of how the tools they develop are applied"-- Provided by publisher |
| Bibliography |
Includes bibliographical references |
| Notes |
Description based on online resource; title from digital title page (viewed on July 10, 2023) |
| Subject |
Law -- Economic aspects -- United States
|
|
Marketing -- Law and legislation -- United States
|
|
Law -- United States -- Statistical methods
|
|
Law -- Economic aspects.
|
|
Law -- Statistical methods.
|
|
Marketing -- Law and legislation.
|
|
United States.
|
| Form |
Electronic book
|
| Author |
Gersen, Jacob E., editor.
|
|
Steckel, Joel H., editor.
|
| LC no. |
2022062001 |
| ISBN |
9781108699716 |
|
1108699715 |
|
