Legal and Economic Regulation in Marketing: A Practitioner's Guide - Hardcover

Werner, Ray O.

Hardcover

ISBN 10: 0899302874 ISBN 13: 9780899302874

Publisher: Quorum Books, 1989

Synopsis

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.

About this title

Review:

"The author's goal for this book is to help marketing executives avoid administrative problems and costly mistakes by providing the basics and the specifics needed to make decisions about laws and regulations that affect a company's operations. Readers will learn to assess the potential impact of laws and government regulations. Various chapters discuss federal laws, specific marketing operations, and the implications of specific court decisions. In his conclusion, Werner speculates on future trends in legal and regulatory controls and how these will affect marketing decision making and the business environment as a whole."-Business Information Alert

?The author's goal for this book is to help marketing executives avoid administrative problems and costly mistakes by providing the basics and the specifics needed to make decisions about laws and regulations that affect a company's operations. Readers will learn to assess the potential impact of laws and government regulations. Various chapters discuss federal laws, specific marketing operations, and the implications of specific court decisions. In his conclusion, Werner speculates on future trends in legal and regulatory controls and how these will affect marketing decision making and the business environment as a whole.?-Business Information Alert

About the Author:

RAY O. WERNER, Professor of Economics at the Colorado College in Colorado Springs, is the Editor of the Legal Developments in Marketing section of the Journal of Marketing. He has served as expert witness in court cases relating to marketing law and regulations.

About this edition

• Publisher: Quorum Books
• Publication date: 1989
• ISBN 10: 0899302874
• ISBN 13: 9780899302874
• Binding: Hardcover
• Number of pages: 210