TAILIEUCHUNG - The Law of Marketing

Instructors want to educate their students to become knowledgeable consumers of legal services. Students want to become successful managers, capable of planning to avoid legal problems and of making more informed decisions when confronted with legal issues regarding the marketing of goods and services. This textbook is designed for both audiences. Experiencedmarketing managers know that the law affects marketing activities in a multitude of ways. In the course of carrying out marketing duties, a manager may deal with such diverse issues as intellectual property, antitrust, franchise agreements, health and safety regulation, and products liability. Business students benefit immeasurably from a course that focuses on the many areas in. | i iiM WjiVi f MTÒgg The w Law of at Marketing Lynda J. Oswald 2e The Law of Marketing SECOND EDITION Lynda J. Oswald Professor of Business Law and Michael R. and Mary Kay Hallman Fellow Stephen M. Ross School of Business at the University of Michigan p SOUTH-WESTERN 1 CENGAGE Learning Australia Brazil Japan Korea Mexico Singapore Spain United Kingdom United States SOUTH-WESTERN í CENGAGE Learning The Law of Marketing 2e Lynda J. Oswald Vice President of Editorial Business Jack W. Calhoun Editor-in-Chief Rob Dewey Acquisitions Editor Vicky True Developmental Editor Krista Kellman Marketing Manager Jennifer Garamy Marketing Coordinator Heather McAuliffe Associate Marketing Communications Manager Suzanne Istvan Editorial Assistant Nicole Parsons Production Manager Jennifer Ziegler Content Project Management PrePress PMG Senior Media Editor Kristin Meere Production Technology Analyst Starratt Alexander Senior Manufacturing Buyer Kevin Kluck Production Service PrePress PMG Copyeditor Deborah Bader Senior Art Director Michelle Kunkler Senior Text Acquisition Manager Katie Huha Image Permissions Acquisitions Manager Deanna Ettinger Cover Designer Ramsdell Design Cover Image Siede Pries Getty Images Inc. 2011 2002 South-Western Cengage Learning ALL RIGHTS RESERVED. No part of this work covered by the copyright hereon may be reproduced or used in any form or by any means graphic electronic or mechanical including photocopying recording taping Web distribution information storage and retrieval systems or in any other manner except as may be permitted by the license terms herein. For product information and technology assistance contact us at Cengage Learning Customer Sales Support 1-800-354-9706 For permission to use material from this text or product submit all requests online at permissions Further permissions questions can be emailed to permissionrequest@ Library of Congress Control Number 2009936769 ISBN-13 978-1-4390-7924-9 ISBN-10 .

• Internet Marketing
• Classifications of the Law
• Sources of the Law
• The American Legal System
• Subject Matter Jurisdiction
• Jurisdiction Over the Parties
• Constitutive Laws
• Equal Protection
• Racial Classifi cations
• Gender Classifications
• Classifications Based
• Sexual Orientation
• Court Activism
• Public Interest
• Ordinary Classifications
• Unusual Punishments
• Common Law
• Positive Present
• Principles of Travel and tourism operations and Aviation safety
• Travel and tourism operations
• Aviation safety
• A national security asset
• Air Law
• Rating Systems and classifications
• Commission policies IATA