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<p>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, <i>Legal and Economic Regulation in Marketing</i> will enable the marketing executive to assess the potential impact of laws and government regulations and thus avoid administrative tie-ups and costly mistakes.</p> <p>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

Author

Werner, Ray O.

Publisher

Quorum Books, 1989.

Published

1989

Language

EN

ISBN

9780899302874

Subjects

Law, Marketing