Journal of the Academy of Marketing Science

, Volume 18, Issue 3, pp 249–251 | Cite as

Marketing and the law

  • Robert G. Boehmer
  • Andrew L. Urich


Marketing decisions are particularly vulnerable to legal rulings made in both the courts and the legislatures. The effective management of those legal implications challenges the modern marketing professional. Grasping marketing’s overall legal environment, including its governing case law, regulatory statutes and future trends, is essential. These reviews will provide analysis of recent court cases and legislation with particular emphasis on creatively assisting the marketer’s management of the legal factor.


Resale Price Maintenance Business Electronics False Light Celebrity Endorsement Amendment Protection 
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Copyright information

© Academy of Marketing Science 1990

Authors and Affiliations

  • Robert G. Boehmer
    • 1
  • Andrew L. Urich
    • 2
  1. 1.Department of Insurance, Legal Studies and Real Estate College of Business AdministrationUniversity of GeorgiaUSA
  2. 2.School of Business AdministrationOklahoma State UniversityUSA

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