Higher Education

The Law of Marketing, 2nd Edition

  • Lynda J. Oswald University of Michigan
  • ISBN-10: 1439079242  |  ISBN-13: 9781439079249
  • 448 Pages
  • Previous Editions: 2002
  • © 2011 | Published
  • College Bookstore Wholesale Price = $225.00
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About

Overview

Lynda Oswald's THE LAW OF MARKETING presents the various ways in which the law affects marketing activities in a unique and practical framework. Tracing a product's life cycle – from development to distribution to promotion to sale – this text addresses the particular marketing principles and legal issues associated with each stage. Current business examples stress the relevance of these concepts to the everyday business world while legal cases are included to spark discussion and encourage critical thinking. THE LAW OF MARKETING is designed help students become successful managers who know how to avoid legal problems and make informed decisions.

Features and Benefits

  • Real-World Organization Helps Students See The Big Picture – Chapters are organized according to marketing practices and functions – from product development, to distribution, promotion, and sale – which creates a logical progression for students to use as a framework for real-life experiences.
  • Case Treatment Allows Ultimate Flexibility – THE LAW OF MARKETING offers two different types of case treatment to allow you to tailor your course to the needs of all students, regardless of major. Short summaries of relevant legal cases, paraphrased for readability and comprehension, are integrated into the text to highlight key legal concepts. Discussion Cases, which appear at the end of each chapter, are longer cases containing the language of the court. Depending upon how the course is structured, instructors may assign all or just some of the cases, picking and choosing those that are most relevant to their own teaching objectives.
  • Coverage for Today's Global and High-Tech Business World – As businesses increasingly operate in a fast-paced, high-tech and global economy, coverage of internet and international legal issues have been integrated into the chapters.
  • Discussion Questions Develop Critical-Thinking Skills and Promote Application of Legal Concepts – Problems based on real cases appear at the end of the chapter and give students an opportunity to apply the legal concepts discussed in the chapter to real-life scenarios. Citations for these cases have been moved to the Instructor's Manual.
  • Instructor's Resources Save Time and Help You Plan Your Course – The updated Instructor's Manual and Test Bank contains teaching tips, suggestions for background reading, and exam questions to help you prepare interesting lectures and efficiently create quizzes and tests.

Table of Contents

PART ONE: INTRODUCTION.
1. Overview of the Legal Environment of Marketing.
PART TWO: LEGAL ISSUES RELATING TO PRODUCT DEVELOPMENT.
2. Protection of Intellectual Property Assets Through Patent and Copyright Law.
3. Protection of Intellectual Property Assets Through Trade Secret Law, Contractual Agreements, and Business Strategies.
PART THREE: LEGAL ISSUES RELATING TO PRODUCT DISTRIBUTION.
4. Antitrust Law.
5. The Franchisor-Franchisee Relationship.
PART FOUR: LEGAL ISSUES RELATING TO PRODUCT PROMOTION.
6. Trademark Law.
7. Commercial Speech and Regulation of Advertising.
8. Consumer Protection Law.
PART FIVE: LEGAL ISSUES RELATING TO PRODUCT SALE.
9. Contracts and the Sales of Goods Law.
10. Warranties and Products Liability.

What's New

  • NEW Part Openers – Part Openers have been added to highlight the book's unique and practical framework, which details the legal issues related to product development, distribution, promotion, and sale.
  • Fully Updated Content – Topics throughout the book reflect the most current developments in marketing law.
  • New Cases – Both Cases and Discussion Cases have been added to appeal to current business students and incorporate changes in the law, including In re Bilski, A.V. v. iParadigms, LLC; Leegin Creative Leather Products v. PSKS, Inc.; Time Warner Cable, Inc. v. DirectTV, Inc.
  • Revised Discussion Questions – New and updated problems based on real cases appear at the end of the chapter and give students an opportunity to apply the legal concepts discussed in the chapter to real-life scenarios. New for this edition, case citations have been moved to the Instructor's Manual to encourage critical thinking and analysis.

Learning Resource Bundles

Choose the textbook packaged with the resources that best meet your course and student needs. Contact your Learning Consultant for more information.

Bundle: Text + Business Law Digital Video Library Printed Access Card

ISBN-10: 1111081689 | ISBN-13: 9781111081683

List Price = $299.95  | CengageBrain Price = $299.95  | College Bookstore Wholesale Price = $225.00

This Bundle Includes:

  • The Law of Marketing
    List Price = $299.95  | CengageBrain Price = $299.95  | College Bookstore Wholesale Price = $225.00
  • Business Law Digital Video Library, 2 term (12 months) Printed Access Card
    List Price = $43.00  | CengageBrain Price = $43.00  | College Bookstore Wholesale Price = $32.25


Supplements

All supplements have been updated in coordination with the main title. Select the main title's "About" tab, then select "What's New" for updates specific to title's edition.

For more information about these supplements, or to obtain them, contact your Learning Consultant.

Instructor Supplements

Digital Video Library 1-Semester Instant Access Code  (ISBN-10: 053845301X | ISBN-13: 9780538453011)

This dynamic online video library features more than 60 video clips that spark class discussion and clarify core legal principles -including 25 videos that address marketing law topics (like intellectual property, antitrust, privacy, free speech, and contracts, etc). The library is organized into four series: Legal Conflicts in Business (includes specific modern business and e-commerce scenarios); Ask the Instructor (presents straightforward explanations of concepts for student review); Drama of the Law (features classic business scenarios that spark classroom participation); and LawFlix (contains clips from many popular films). Access for students is free when bundled with a new textbook or can be purchased at ichapters.com.

Instructor's Manual  (ISBN-10: 0538744731 | ISBN-13: 9780538744737)

The Instructor's Manual provides a succinct chapter summary and outline, lecture considerations, notes on the cases, answers to the discussion case questions and end-of-chapter exercises (including case citations), and additional background reading. The Test Bank questions include multiple choice and essay questions crafted for use on quizzes, tests, and exams. Available online at www.cengage.com/blaw/oswald.

Business Law Digital Video Library, 2 term (12 months) Printed Access Card  (ISBN-10: 0324223277 | ISBN-13: 9780324223279)

The Digital Library offers more than 90 videos and helps your students link their everyday experiences to legal ideas, spark classroom discussion, and reinforce core concepts. The videos are available with MindTap, CengageNOW™, and CourseMate, and at http://www.cengage.com/blaw/dvl.

List Price = $43.00  | CengageBrain Price = $43.00  | College Bookstore Wholesale Price = $32.25

Business Law Digital Video Library Online Access  (ISBN-10: 0324223285 | ISBN-13: 9780324223286)

This dynamic video library features more than sixty video clips that spark class discussion and clarify core legal principles. The library is organized into five series: Legal Conflicts in Business (includes specific modern business and e-commerce scenarios); Ask the Instructor (presents straightforward explanations of concepts for student review); Drama of the Law (features classic business scenarios that spark classroom participation); Real World Legal (explores conflicts that arise in a variety of business environments), and LawFlix (contains clips from many popular films). Access for students is free when bundled with a new textbook, or can be purchased at www.cengagebrain.com

List Price = $43.00  | College Bookstore Wholesale Price = $43.00

Student Guide to Sustainabillity, Law, and Ethics  (ISBN-10: 1285752120 | ISBN-13: 9781285752129)

Enhance your Business Law or Legal Environment course with this short student guide on how law and ethics play a part in moving business and society toward (or away from) sustainability. You can assign all or part of this guide to supplement your Cengage textbook to illustrate how our laws occasionally boost, but more often impose barriers to, long-term sustainable planning at both the corporate and national level. The guide provides supplemental materials for Constitutional law, corporate and securities law, torts and contracts, real estate law, and international law and a brief but thorough introductory chapter on sustainability, law, and ethics.

List Price = $39.95  | CengageBrain Price = $39.95  | College Bookstore Wholesale Price = $30.00

Student Guide to the Sarbanes-Oxley Act  (ISBN-10: 0324827199 | ISBN-13: 9780324827194)

Enron was once the seventh-largest company on the Fortune 500. Yet, in the wake of revelations of accounting irregularities and securities fraud, it became entangled in the greatest business scandal of a generation and was essentially blinked out of existence after declaring bankruptcy. Similar accounting scandals at Global Crossing, Tyco, WorldCom, Adelphia, HealthSouth, and other companies prompted Congress to pass the Sarbanes-Oxley Act (SOX) in June 2002. This revolutionary act, which embodies the most significant securities law changes since the original federal securities laws of 1933 and 1934, contains provisions that create a new federal agency, restructure the entire accounting industry, reform Wall Street practices, dramatically alter corporate governance practices here and abroad, and attack insider trading and obstruction of justice. A lot has happened since its passage. The Public Company Accounting Oversight Board (PCAOB) has come into being, and the PCAOB and the Securities Exchange Commission (SEC) have issued countless rules to implement the SOX's many legislative mandates. This short guide focuses not only on what each part and section of the SOX means but also on what businesses need to know now that is has been implemented.

List Price = $40.95  | CengageBrain Price = $40.95  | College Bookstore Wholesale Price = $30.75

The Law of Marketing, International Edition  (ISBN-10: 0538452730 | ISBN-13: 9780538452731)

Lynda Oswald's THE LAW OF MARKETING, 2e, International Edition presents the various ways in which the law affects marketing activities in a unique and practical framework. Tracing a product's life cycle – from development to distribution to promotion to sale – this text addresses the particular marketing principles and legal issues associated with each stage. Current business examples stress the relevance of these concepts to the everyday business world while legal cases are included to spark discussion and encourage critical thinking. THE LAW OF MARKETING, 2e, International Edition is designed help students become successful managers who know how to avoid legal problems and make informed decisions.

List Price = $299.95  | College Bookstore Wholesale Price = $225.00

Student Supplements

Digital Video Library 1-Semester Instant Access Code  (ISBN-10: 053845301X | ISBN-13: 9780538453011)

Need help understanding difficult legal concepts? Want to see how marketing law applies to your life? This dynamic online video library features more than 60 video clips that spark class discussion and clarify core legal principles. The library is organized into four series: Legal Conflicts in Business (includes specific modern business and e-commerce scenarios); Ask the Instructor (presents straightforward explanations of concepts for student review); Drama of the Law (features classic business scenarios that spark classroom participation); and LawFlix (contains clips from many popular films). Access for students is free when bundled with a new textbook or can be purchased at ichapters.com.

List Price = $38.00  | College Bookstore Wholesale Price = $38.00

Business Law Digital Video Library, 2 term (12 months) Printed Access Card  (ISBN-10: 0324223277 | ISBN-13: 9780324223279)

The Digital Library offers over 90 videos and helps you link your everyday experiences to legal ideas, spark classroom discussion, and reinforce core concepts. The videos are available with MindTap, CengageNOW™, and CourseMate, and at http://www.cengage.com/blaw/dvl.

List Price = $43.00  | CengageBrain Price = $43.00  | College Bookstore Wholesale Price = $32.25

Business Law Digital Video Library Online Access  (ISBN-10: 0324223285 | ISBN-13: 9780324223286)

This dynamic video library features more than sixty video clips that spark class discussion and clarify core legal principles. The library is organized into five series: Legal Conflicts in Business (includes specific modern business and e-commerce scenarios); Ask the Instructor (presents straightforward explanations of concepts for student review); Drama of the Law (features classic business scenarios that spark classroom participation); Real World Legal (explores conflicts that arise in a variety of business environments), and LawFlix (contains clips from many popular films). Access for students is free when bundled with a new textbook, or can be purchased at www.cengagebrain.com

List Price = $43.00  | College Bookstore Wholesale Price = $43.00

Student Guide to Sustainabillity, Law, and Ethics  (ISBN-10: 1285752120 | ISBN-13: 9781285752129)

Enhance your knowledge of business law or the legal environment with this short student guide on how law and ethics play a part in moving business and society toward (or away from) sustainability. The guide illustrates how our laws occasionally boost, but more often impose barriers to, long-term sustainable planning at both the corporate and national level. It provides supplemental materials for Constitutional law, corporate and securities law, torts and contracts, real estate law, and international law and a brief but thorough introductory chapter on sustainability, law, and ethics.

List Price = $39.95  | CengageBrain Price = $39.95  | College Bookstore Wholesale Price = $30.00

Student Guide to the Sarbanes-Oxley Act  (ISBN-10: 0324827199 | ISBN-13: 9780324827194)

Enron was once the seventh-largest company on the Fortune 500. Yet, in the wake of revelations of accounting irregularities and securities fraud, it became entangled in the greatest business scandal of a generation and was essentially blinked out of existence after declaring bankruptcy. Similar accounting scandals at Global Crossing, Tyco, WorldCom, Adelphia, HealthSouth, and other companies prompted Congress to pass the Sarbanes-Oxley Act (SOX) in June 2002. This revolutionary act, which embodies the most significant securities law changes since the original federal securities laws of 1933 and 1934, contains provisions that create a new federal agency, restructure the entire accounting industry, reform Wall Street practices, dramatically alter corporate governance practices here and abroad, and attack insider trading and obstruction of justice. A lot has happened since its passage. The Public Company Accounting Oversight Board (PCAOB) has come into being, and the PCAOB and the Securities Exchange Commission (SEC) have issued countless rules to implement the SOX's many legislative mandates. This short guide focuses not only on what each part and section of the SOX means but also on what businesses need to know now that is has been implemented.

List Price = $40.95  | CengageBrain Price = $40.95  | College Bookstore Wholesale Price = $30.75

The Law of Marketing, International Edition  (ISBN-10: 0538452730 | ISBN-13: 9780538452731)

Experienced marketing managers know that the law affects marketing activities in a variety of ways. Lynda Oswald's THE LAW OF MARKETING, 2e, International Edition traces a product's life cycle – from development to distribution to promotion to sale – and addresses the particular marketing principles and legal issues associated with each stage. Current business examples stress the relevance of these concepts to the everyday business world while legal cases are included to spark discussion and encourage critical thinking. THE LAW OF MARKETING, 2e, International Edition is designed help you become a successful manager who knows how to avoid legal problems and make informed decisions.

List Price = $299.95  | College Bookstore Wholesale Price = $225.00

Meet the Author

Author Bio

Lynda J. Oswald

Lynda J. Oswald is a Professor of Business Law at the University of Michigan Business School. She is also a Research Fellow of the William Davidson Institute She received her A.B., M.B.A., and J.D. degrees from the University of Michigan. While at the Michigan Law School, she served on the editorial board of the Michigan Law Review. She clerked for the Honorable Cornelia G. Kennedy of the U.S. Court of Appeals for the Sixth Circuit before joining the faculty of the Michigan Business School in 1988. Professor Oswald has taught at the University of Florida Law School and the University of Michigan Law School. She was a visiting scholar at China University of Political Science and Law in Beijing and at L'viv State University in L'viv, Ukraine. Professor Oswald has served as a staff editor and a special editor of the American Business Law Journal and as a special editor of the Journal of Legal Studies Education. She is currently the Contributing Editor of Environmental Law for the Real Estate Law Journal. Professor Oswald has received numerous awards for her research, including the Holmes-Cardozo Award for Research Excellence from the American Business Law Journal. Her work has been cited by several courts, including the U.S. Supreme Court in its 1998 decision in United States v. Bestfoods. Her research focuses on intellectual and real property law issues.