The Law of Marketing pptx

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
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To Brad, Rhiannon, Nathaniel, & Kiernan
Brief Contents
Table of Cases xi
Preface xvii
About the Author xxi
PART 1 Introduction to Marketing Law 1
CHAPTER 1 Overview of the Legal Environment of Marketing Activities 3
PART 2 Legal Issues Relating to Product Development 21
CHAPTER 2 Protection of Intellectual Property Assets: Patent and
Copyright Law 23
CHAPTER 3 Protection of Intellectual Property Assets through
Trade Secret Law, Contractual Agreements and
Business Strategies 71
PART 3 Legal Issues Relating to Product Distribution 107
CHAPTER 4 Antitrust Law 109
CHAPTER 5 The Franchisor-Franchisee Relationship 155
PART 4 Legal Issues Relating to Product Promotion 189
CHAPTER 6 Trademark Law 191
CHAPTER 7 Commercial Speech and the Regulation of Advertising 231
CHAPTER 8 Consumer Protection Law 275
PART 5 Legal Issues Relating to Product Sale 313
CHAPTER 9 Contracts and Sales of Goods Law 315
CHAPTER 10 Warranties and Products Liability 355
Glossary 393
Index 409
iv
Contents
Table of Cases xi

Preface xvii
About the Author . xxi
PART 1 Introduction to Marketing Law
CHAPTER 1
Overview of the Legal Environment of Marketing Activities 3
Introduction 3
Classifications of the Law 3
Sources of the Law 5
Primary Sources of the Law 5
Secondary Sources of the Law 6
The American Legal System 7
Common Law and Equity 7
Court Structure 8
Jurisdiction 11
Subject Matter Jurisdiction 11
Jurisdiction Over the Parties 12
Jurisdiction on the Internet 12
Discussion Case 1.1 Jurisdiction 13
Discussion Case 1.2 Jurisdiction 17
PART 2 Legal Issues Relating to Product Development
CHAPTER 2
Protection of Intellectual Property Assets: Patent and Copyright Law 23
Overview 23
Categories of Intellectual Property Law 23
Underlying Policy Considerations 25
Patent Law 25
Standards for Patent Issuance 26
Ownership of Patents 29
Patent Application Procedures 30
Rights Granted by a Patent 31

Infringement 32
Remedies for Patent Infringement 34
Filing for Foreign Patents 35
Copyright Law 37
Sources of Copyright Law 37
Subject Matter of Copyrights 38
Rights Provided by Copyright 40
Ownership of the Copyright 41
v
Copyright Procedures 41
Copyright Infringement 43
Defenses to Copyright Infringement 45
Remedies for Copyright Infringement 47
Copyright Law on the Internet 49
International Copyright Law Issues 50
Discussion Case 2.1 Patent Law—Patentable Subject Matter 51
Discussion Case 2.2 Patents—Novelty, On-Sale Bar 53
Discussion Case 2.3 Copyright—Work for Hire 55
Discussion Case 2.4 Copyright—Infringement, Copyrightable Subject Matter 58
Discussion Case 2.5 Copyright—Fair Use 61
Discussion Questions 65
CHAPTER 3
Protection of Intellectual Property Assets through Trade Secret
Law, Contractual Agreements and Business Strategies 71
Trade Secret Law 71
Definition of “Trade Secret” 71
Patent Protection versus Trade Secret Protection 73
Ownership of Trade Secrets Created by Employees 74
Misappropriation of a Trade Secret 75
Remedies for Trade Secret Misappropriation 77

Protection of Trade Secrets 79
International Aspects of Trade Secret Protection 80
The Law of Unsolicited Ideas 80
From the Inventor’s Perspective 80
From the Company’s Perspective 81
Business Strategies for Protecting Intellectual Property Assets 82
Contractual Agreements 82
Intellectual Property Audits 86
Discussion Case 3.1 Trade Secrets—Definition 89
Discussion Case 3.2 Trade Secrets—Required Elements 91
Discussion Case 3.3 Noncompete Covenant, Trade Secrets—Required Elements 92
Discussion Case 3.4 Covenants Not to Compete 96
Discussion Case 3.5 Protection of Unsolicited Ideas 100
Discussion Questions 103
PART 3 Legal Issues Relating to Product Distribution
CHAPTER 4
Antitrust Law 109
Overview 109
Common Law Contracts in Restraint of Trade 110
The Federal Antitrust Statutes 111
The Sherman Act 111
The Clayton Act 112
The Federal Trade Commission Act 113
The Robinson-Patman Act 114
The Antitrust Statutes Generally 114
vi Contents
The Rule of Reason Versus Per Se Violations 115
Remedies for Antitrust Violations 116
Horizontal Restraints Among Competitors 118
Price-Fixing 121

Group Boycotts and Concerted Refusals to Deal 122
Horizontal Market Allocations 123
Agreements to Restrict Advertising 123
Joint Ventures 123
Vertical Restraints Against Competition 124
Resale Price Maintenance Agreements 124
Nonprice Agreements Between a Manufacturer and a Dealer 127
Tying Arrangements 127
Monopolization and Attempts to Monopolize 128
Monopolization by a Single Firm 128
Attempted Monopolization 131
Conspiracy to Monopolize 131
Price Discrimination 131
Elements of Price Discrimination 132
Defenses 133
Antitrust and the Interne t 135
State Antitrust Enfor cement 135
International Implications of Antitrust Laws 136
Discussion Case 4.1 Horizontal Price-Fixing, Horizontal Market Allocation 137
Discussion Case 4.2 Vertical Price Restraints, Rule of Reason 138
Discussion Case 4.3 Rule of Reason, Vertical Maximum Resale Price Maintenance 142
Discussion Case 4.4 Monopolization, Attempted Monopolization 145
Discussion Case 4.5 Monopolization, Attempted Monopolization, Definition of Market,
Essential Facility, State Antitrust Law 148
Discussion Questions 150
CHAPTER 5
The Franchisor-Franchisee Relationship 155
Overview 155
Types of Franchises 156
Definition of a “Franchise” 156

Creation of a Franchise 159
Regulation of the Franchise Relationship 160
Disclosure 161
Legal Issues Arising from the Franchise Relationship 162
Existence of a Franchise Relationship 163
Vicarious Liability of a Franchisor 163
Franchise Antitrust Issues 165
Co-Branding 168
Encroachment 168
Termination Issues 170
Multi-Level Marketing 170
Franchising and the Internet 170
“Offering” Franchises on the Internet 171
Franchisor Control Over Franchise Internet Activities 171
Internet “Encroachment” Issues 172
International Issues in Franchising 172
Contents vii
Discussion Case 5.1 Constitutionality of Local Ordinances Restricting Franchise
Location 173
Discussion Case 5.2 Existence of Franchise Relationship 175
Discussion Case 5.3 Existence of Franchise Relationship 177
Discussion Case 5.4 Vicarious Liability of Franchisor 179
Discussion Case 5.5 Franchise Antitrust Issues 182
Discussion Questions 184
PART 4 Legal Issues Relating to Product Promotion
CHAPTER 6
Trademark Law 191
Overview 191
Origins of Trademark Law 192
Types of Marks 192

Creating and Protecting a Mark 193
Distinctiveness of the Mark 193
What May Constitute a Mark? 194
Trademark Searches 197
Creation and Ownership of the Mark 199
U.S. Customs Service Assistance 202
Trademark Infringement and Dilution 203
Infringement 203
Dilution 209
International Trademark Law Issues 212
Trademarks on the Internet 213
Cybersquatting 213
Typopiracy 214
Portals, Banner Advertising, and Metatags 214
Linking Issues 215
Internet Strategies for Business 215
Discussion Case 6.1 Trademark Protection—Color as a Mark 216
Discussion Case 6.2 Trade Dress Protection—Functionality 218
Discussion Case 6.3 Trademark Infringement, Dilution, Defenses, First Amendment 221
Discussion Case 6.4 Trademarks—Infringement, Metatags, Remedies 224
Discussion Questions 227
CHAPTER 7
Commercial Speech and the Regulation of Advertising 231
Commercial Free Speech 231
Common Law Causes of Action 234
Right of Publicity 234
Statutory and Regulatory Causes of Action 236
State Statutes 236
The Lanham Act 237
The Federal Trade Commission Act 241

General Principles of FTC Regulation of Business Acts and Practices 243
Specific Advertising Practices 247
The National Advertising Division 250
viii Contents
Advertising on the Internet 250
On-line Advertising 251
Privacy Issues 251
International Advertising Law 252
Discussion Case 7.1 Commercial Speech 253
Discussion Case 7.2 Commercial Speech 256
Discussion Case 7.3 Lanham Act—False Advertising 259
Discussion Case 7.4 Commercial Speech: FTC Act—Deceptive Advertising 264
Discussion Questions 271
CHAPTER 8
Consumer Protection Law 275
Overview 275
Direct Marketing Activities 275
Telemarketing 276
Electronic Retailing and Advertising 278
Home Solicitations 280
Unsolicited Merchandise, Merchandise on Approval, and Negative Option Plans 282
900 Numbers 283
Warranties and Guarantees 283
Labeling and Packaging Regulation 283
“Made in USA” Labeling 284
“Green” Marketing 285
International Labeling Considerations 286
Health and Safety Regulation 287
Food, Drug, and Cosmetic Laws 287
Consumer Product Safety Law 291

Consumer Credit Protection 293
The Truth-in-Lending Act 293
Discussion Case 8.1 First Amendment Challenge to the Do-Not-Call Registry 296
Discussion Case 8.2 CAN-SPAM Preemption 300
Discussion Case 8.3 Home Solicitations 303
Discussion Case 8.4 Fair Debt Collections Practices Act 306
Discussion Questions 309
PART 5 Legal Issues Relating to Product Sale
CHAPTER 9
Contracts and Sales of Goods Law 315
Overview 315
Sources of Contract Law 315
The Common Law of Contracts 316
Uniform Commercial Code 316
Elements of a Contract 317
Mutual Assent 317
Consideration 322
Legality/Unenforceability on Public Policy Grounds 323
Capacity 324
Contents ix
Promissory Estoppel 324
The Statute of Frauds 325
Parol Evidence Rule and Contract Interpretation 325
Special UCC Rules 326
Definiteness and the UCC’s “Gap-Filler” Provisions 326
Performance of the Contract 326
Transfer of Title and Risk of Loss 328
Breach of Contract and Contract Remedies 331
Actual and Anticipatory Breach 331
Remedies Generally 331

Remedies in Sales Contracts 332
Contract Law and E-Commerce 335
Contracts in the International Environment 336
Discussion Case 9.1 Advertisements as Offers, Statute of Frauds 337
Discussion Case 9.2 UCC Battle of the Forms 341
Discussion Case 9.3 Promissory Estoppel, Contract Remedies 345
Discussion Case 9.4 Convention on the Sale of Goods 347
Discussion Questions 349
CHAPTER 10
Warranties and Products Liability 355
Overview 355
Warranties 356
Warranty of Title 356
Express Warranties 357
Privity 359
Warranty Disclaimers 361
The Buyer’s Obligations in Warranty Actions 363
Remedies and Defenses 363
The Magnuson-Moss Federal Warranty Act 364
Products Liability Law 365
Negligence 365
Strict Products Liability 367
Discussion Case 10.1 Warranties—Express and Implied; Warranties—Remedies 379
Discussion Case 10.2 Warranties—Disclaimers; Magnuson-Moss Federal
Warranty Act 382
Discussion Case 10.3 Products Liability—Negligence, Strict Liability 384
Discussion Case 10.4 Strict Liability—Consumer Expectations; Risk-Utility Test 386
Discussion Questions 389
Glossary 393
Index 409

xContents
Table of Cases
21st Century Concepts, Inc., Rossi v., 303–306
44 Liquormart, Inc. v. Rhode Island, 232–233
AAA Abachman Enterprises, Inc. v. Stanley Steemer
International, Inc., 169
Abbott Laboratories, Sindell v., 372
A.B. Dick Co., Henry v., 182
Abood v. Detroit Board of Education, 258
Acuff-Rose Music, Inc., Campbell v., 47, 48
A. E. Staley Mfg. Co., FTC v., 135
Akkaoui, Toys “R” Us,Inc.v.,211
Albrecht v. Herald Co., 14, 144
Al Minor & Associates, Inc. v. Martin, 89–91
Alpo PetFoods, Inc. v. Ralston Purina Co., 243
Aluminum Co. of America, United States v., 128,
130, 137
Alyeska Pipeline Service, Reeves v., 81
American Automobile Association, Inc. v. Darba
Enterprises Inc., 17–20
American Football League v. National Football
League, 130
American Home Products Corp., McNeilab, Inc. v.,
263
American Tel. & Tel. Co., MCI Communications
Corp. v., 131
Ames Publishing Co. v. Walker-Davis Publications,
243
Amestoy, International Dairy Foods Association v.,
289

Anderson v. Owens-Corning Fiberglas Corp., 376
Andy’s Sportswear, Inc., Anheuser-Busch, Inc. v.,
211
Angus v. Shiley, Inc., 372
Anheuser-Busch, Inc. v. Andy’s Sportswear, Inc., 211
The Antioch Co. v. Western Trimming Crop., 198
Applied Anagramics, Inc., Futuredontics, Inc. v., 215
Arnold, Schwinn & Co., United States v., 143
Asis Internet Services v. Vistaprint USA, Inc., 280
Associates Commer Corp., Trailer Leasing Co. v., 94
Augusta National Inc., Bancroft & Masters, Inc. v., 15
Auto-By-Tel, LLC, Jerome-Duncan, Inc. v., 158
A.V. v. iParadigms, LLC, 61–65
Baby Food Antitrust Litigation, In re, 120–121
Baker v. Burlington Coat Factory, 362
Bancroft & Masters, Inc. v. Augusta National Inc., 15
Barazzotto v. Intelligent Sys., Inc., 383
Baxter Healthcare Corp., Vassallo v., 376
Bay State Harness Horse Racing & B reeding Assoc.
Inc., Famous Music Corp. v., 44
Beech v. Outboard Marine Corp., 375
Bell Sports, Inc. v. Yarusso, 365
Bilski, In re, 27–28
Blockbuster, Inc., Harris v., 323
Bloomfield Motors, Inc., Henningsen v., 359, 360
Board of Trustees of State University of New York v.
Fox, 232
Boston Duck Tours, LP v. Super Duck Tours, LLC,
195
Bottling Group, LLC, Green County Food Market, Inc.

v., 148–150
BRG of Georgia, Inc., Palmer v., 137–138
Brinkman v. Shiley, Inc., 372
Bristol-Myers Squibb Co., Strategic Directions Group,
Inc. v., 91–92
Brooke Group, Ltd. v. Brown & Williamson Tobacco
Corp., 130
Brown & Williamson Tobacco Corp., Brooke Group,
Ltd. v., 130
Brown Shoe Co. v. United States, 110
xi
BSH Home Appliances Corp., Detroit Radiant Prods.
Co. v., 334–335
Buick Motor Co., MacPherson v., 366
Burck v. M Mars, Inc., 235
Burlington Coat Factory, Baker v., 362
By Rite Distributing, Inc. v. The Coca-Cola Co., 238
Caddy, Pebble Beach Company v., 13–17
CAL Circuit Abco, NEC Electronics v., 207
Calder v. Jones, 14, 16
California Auth. of Racing Fairs, ITSI T.V. Prods., Inc.
v., 44
California Closet Co. v. Space Organization Systems,
Inc., 172
Campbell Soup Co., In re, 246, 249
Campbell v. Acuff-Rose Music, Inc., 47, 48
Campbell v. Gala Indus., Inc., 377
Capital Cities/ABC, Inc., Hoffman v., 224
Capital City Foods, United States v., 288
Carson v. Here’s Johnny Portable Toilets, Inc., 236

Cascade Auto Glass, Inc., CIM Insurance Corp. v., 319
Case, Inc., McAnany v., 368
Casper Corp., Donsco, Inc. v., 243
Casper Corp., John Wright, Inc. v., 243
Cass County Music Co. v. Vineyard County Gold
Corp., 44
Central Hudson Gas & Electric Corp. v. Public Service
Commission of New York, 232–233,253,254,256,
289, 297
Chakrabarty, Diamond v., 27, 51–53
Chiquita Brands Int’l Inc., Del Monte Fresh Produce,
N.A., Inc. v., 92–96
Chordiant Software, Inc., Netbula, LLC v., 46
Christy Sports, LLC v. Deer Valley Resort Co., Ltd.,
145–147
Ciaramelli, Curran v., 357
CIM Insurance Corp. v. Cascade Auto Glass, Inc., 319
Clomon v. Jackson, 307–308
Clorox Co., S.C. Johnson & Son v., 240–241
CMG Worldwide, Inc., Shaw Family Archives Ltd. v.,
236
Cohen, Ticor Title Insurance Co. v., 96–100
Colgate & Co., United States v., 125
Collins v. International Dairy Queen, 167
Columbia Pictures Industries, Inc., Moore v., 60
Community for Creative Non-Violence v. Reid,
41, 55–58
Continental Inc. Co., Oakley Fertilizer, Inc. v.,
341–344
Continental T.V., Inc. v. GTE Sylvania Inc., 143, 144

Coors Brewing Co., Rubin v., 253–256
Copperweld Corp. v. Independence Tube Corp., 112,
116
Cory Int’l Corp., Kolarik v., 358
Country Walkers, Inc., Tour Costa Rica v., 345–347
Crinkley v. Holiday Inns, Inc., 181
Crossroads Cogeneration Corp. v. Orange & Rockland
Utilities, Inc., 133
Curran v. Ciaramelli, 357
Curtis 1000 v. Suess, 95
Daimler Chrysler Corp., Flax v., 377
Darba Enterprises Inc., American Automobile Asso-
ciation, Inc. v., 17–20
Dash, Weil Ceramics & Glass, Inc. v., 207
Deer Valley Resort Co., Ltd., Christy Sports, LLC v.,
145–147
Del Monte Fresh Produce, N.A., Inc. v. Chiquita
Brands Int’l Inc., 92–96
Deltek, Inc. v. Iuvo Systems, Inc., 215
Detroit Board of Education, Abood v., 258
Detroit Radiant Prods. Co. v. BSH Home Appliances
Corp., 334–335
Diamond v. Chakrabarty, 27, 51–53
DirecTV, Inc., Time Warner Cable, Inc. v., 259–264
Diversified Prod. Industries, SEMA Construction,
Inc. v., 329–330
Dolphin World, Inc., Snuba International, Inc. v., 33
Domino’s Pizza, Inc., Queen City Pizza, Inc. v., 167
Donsco, Inc. v. Casper Corp., 243
Dr. Miles Medical Co. v. John D. Park & Sons Co.,

138, 139, 142, 143
Dumex Medical Surgical Products, Inc., Molnlycke
Health Care A.B. v., 13
Dunkin’ Donuts, Inc., Wu v., 164–165
Dunleavey v. Paris Ceramics USA, Inc., 379–381
Dycho Co., Whitehead v., 378
Eastern Tube Co., Nat’lTubeCo.v.,89
Eastman Kodak Co. v. Image Technical Services,
Inc., 129, 149
Ebay, Inc., Tiffany (NJ) Inc. v., 205
Edenfield v. Fane, 232, 254, 255
Emanuel Lutheran, Themins v., 180
Estate of Presley v. Russen, 235
Ezell, The Plantation Shutter Co. v., 318
Falstaff Brewing Co., United State v., 119
Famous Music Corp. v. Bay State Harness Horse
Racing & Breeding Assoc. Inc., 44
Fane, Edenfield v., 232, 254, 255
Farsian v. Pfizer, 372
Feist Publications, Inc. v. Rural Telephone Service Co.,
39–40, 59
xii Table of Cases
Fenton, Fibreboard Corp. v., 376
Fibreboard Corp. v. Fenton, 376
Flax v. Daimler Chrysler Corp., 377
Ford Motor Co., Midler v., 236
Fort Bridger Rendezvous Ass’n., Gregory v., 122–123
Fox, Board of Trustees of State University of
New York v., 232
Francis, In re, 163

Fred Martin Motor Co., Schwarzenegger v., 16
Free Speech Coalition, Inc. v. Shurtleff, 280
Frisby v. Schultz, 297
Frito-Lay, Inc., Waits v., 236
FTC, Kraft, Inc. v., 264–271
FTC, Mainstream Marketing Services, Inc. v., 296–300
FTC, Novartis Corp. v., 244
FTC, Orkin Exterminating Co. v., 276
FTC, Warner-Lambert Co. v., 243
FTCv.A.E.StaleyMfg.Co.,135
FTC v. Global Marketing Group, Inc., 279
FTC v. Motion Picture Advertising Service Co., 113
Futuredontics, Inc. v. Applied Anagramics, Inc., 215
Gaines-Tabb v. ICI Explosives, USA, Inc., 384–386
Gala Indus., Inc., Campbell v., 377
Gizzi v. Texaco, Inc., 181
Glickman v. Wileman Brothers & Elliott, Inc., 256,
257, 258
Global Marketing Group, Inc., FTC v., 279
Gonzalez v. Kay, 306–309
Graco Children’s Products, Inc., Thongchoom v., 388
Great Minneapolis Surplus Store, Lefkowitz v.,
339–340
Greco v. Trauner, Cohen & Thomas, LLP, 308
Green County Food Market, Inc. v. Bottling Group,
LLC, 148–150
Gregory v. Fort Bridger Rendezvous Ass’n., 122–123
Grinnell Corp., United States v., 129
Grokster, Ltd., MGM Studios, Inc. v., 44
GTE Prods. Corp., Tasca v., 378

GTE Sylvania Inc., Continental T.V., Inc. v., 143, 144
Haelan Labs, Inc. v. Topps Chewing Gum, Inc., 235
Hamlin v. Motel 6, 166
Hanover Insurance Co., Kelley v., 367
Harlow Meyer Savage, Inc., Maltby v., 99–100
Harris, Service Sys. Corp. v., 100
Harris v. Blockbuster, Inc., 323
Hasbro, Inc. v. Internet Entertainment Group, Ltd.,
211
Heinz W. Kirchner, In re, 245
Henningsen v. Bloomfield Motors, Inc., 359, 360
Henryv.A.B.DickCo.,182
Herald Co., Albrecht v., 14, 144
Here’s Johnny Portable Toilets, Inc., Carson v., 236
Higgins v. Intex Recreation Corp., 386–389
Hirsch v. S. C. Johnson & Son, Inc., 236
Hoffman, Telxon Corp. v., 93
Hoffman v. Capital Cities/ABC, Inc., 224
Hogg Wyld, LTD, Jordache Enterprises, Inc. v., 206
Holiday Inns, Inc., Crinkley v., 181
Hyattv.Toys"R"Us,Inc.,359
ICI Explosives, USA, Inc., Gaines-Tabb v., 384–386
Illinois Tool Works, Inc. v. Independent Ink, 128
Image Technical Services, Inc., Eastman Kodak Co.
v.,129,149
Incase,Inc.v.TimexCorp.,73
Independence Tube Corp., Copperweld Corp. v.,
112, 116
Independent Ink, Illinois Tool Works, Inc. v., 128
Intelligent Sys., Inc., Barazzotto v., 383

International Dairy Foods Association v. Amestoy,
289
International Dairy Queen, Collins v., 167
Internet Entertainment Group, Ltd., Hasbro, Inc.
v., 211
Intex Recreation Corp., Higgins v., 386–389
iParadigms, LLC, A.V. v., 61–65
Isbell, Mary Kay, Inc. v., 177–
179
Islamorada, Island Silver & Spice, Inc. v., 173 –175
Island Silver & Spice, Inc. v. Islamorada, 173–175
ITSI T.V. Prods., Inc. v. California Auth. of Racing
Fairs, 44
Iuvo Systems, Inc., Deltek, Inc. v., 215
IWI, Inc., Nettis Environment, Ltd. v., 215
Jackson, Clomon v., 307–308
Jacobson Products Co., Qualitex Co. v., 197, 216–217
JCW Investments, Inc. v. Novelty, Inc., 58–61
Jerome-Duncan, Inc. v. Auto-By-Tel, LLC, 158
John D. Park & Sons Co., Dr. Miles Medical Co. v.,
138, 139, 142, 143
Johnson, Kamposek v., 281–282
John Wright, Inc. v. Casper Corp., 243
Jones, Calder v., 14, 16
Jordache Enterprises, Inc. v. Hogg Wyld, LTD, 206
Joseph E. Seagram & Sons, Inc., Kiefer-Stewart Co. v.,
143
Jostens, Inc. v. Nat’l Computer Sys., Inc., 92
Kamposek v. Johnson, 281–282
Kay, Gonzalez v., 306–309

Keller v. State Bar of California, 258
Kelley v. Hanover Insurance Co., 367
Khan, State Oil Co. v., 116, 142–144, 167
Kiefer-Stewart Co. v. Joseph E. Seagram & Sons, Inc.,
143
Table of Cases xiii
KMD Media, LLC, Market Access International, Inc.
v., 84
Kolarik v. Cory Int’l Corp., 358
Kraft, Inc. v. FTC, 264–271
L’Anza Research Int’l, Inc., Quality King Distributors,
Inc. v., 208
Leegin Creative Leather Products v. PSKS, Inc., 116,
125, 135, 138–14 2, 168
Lefkowitz v. Great Minneapolis Surplus Store,
339–340
Leonard v. PepsiCo., Inc., 337–341
Lever Bros. Co. v. United States, 208
Lipton v. Nature Co., 262
MacPherson v. Buick Motor Co., 366
Mailcoups, Inc., Nagrampa v., 159
Mainstream Marketing Services, Inc. v. FTC, 296–300
Maltby v. Harlow Meyer Savage, Inc., 99–10 0
Marathon Petroleum Co., LLC, Sheridan v., 182–184
Market Access International, Inc. v. KMD Media,
LLC, 84
Marketing Displays, Inc., TrafFix Devices, Inc. v.,
218–220
Marquette Electronics, Inc., T. Harris Young &
Associates, Inc. v., 129

Mars Snackfood U.S., LLC, Vent v., 100–103
Martin, Al Minor & Associates, Inc. v., 89–91
Mary Kay, Inc. v. Isbell, 177–179
Mathews v. University Loft Co., 370–371
Mattel, Inc., In re, 249
Mattel, Inc. v. MCA Records, Inc., 221–224
McAnany v. Case, Inc., 368
MCA Records, Inc., Mattel, Inc. v., 221–224
McCance, Venderwerff Implement, Inc. v., 333–334
McDonald’s Corp., Miller v., 179–182
McGills Glass Warehouse, Venture Tape Corp. v.,
224–227
MCI Communications Corp. v. American Tel. & Tel.
Co., 131
McNeilab, Inc. v. American Home Products Corp.,
263
Mecurio v. Nissan Motor Corp., 375
Metropolitan Life Insurance Co. V. Neaves, 15
MGM Studios, Inc. v. Grokster, Ltd., 44
Michel Co., Rolex Watch, U.S.A. v., 209
Micro Center, Thomas v., 382–384
Microflock Textile Group Corp., Zhejiang Shaoxing
Yongli Printing & Dyeing Co., Ltd. v., 347–349
Midler v. Ford Motor Co., 236
Miller v. McDonald’s Corp., 179–182
Mitchell v. Reynolds, 98
Mitsubishi Caterpillar Forklift America, Inc., To-Am
EquipmentCo.,Inc.v.,175–
177
M Mars, Inc., Burck v., 235

Mobil Oil Corp., Wilson v., 167
Molnlycke Health Care A.B. v. Dumex Medical
Surgical Products, Inc., 13
Monsanto Co. v. Spray-Rite Service Corp., 126
Montana Siversmiths, Inc., Todd v., 47
Moore v. Columbia Pictures Industries, Inc., 60
Motel 6, Hamlin v., 166
Motion Picture Advertising Service Co., FTC v., 113
Mummagraphics Inc., Omega World Travel Inc. v.,
280, 300–303
Nagrampa v. Mailcoups, Inc., 159
National Computer Sys., Inc., Jostens, Inc. v., 92
National Football League, American Football
League v., 130
Nat’l Tube Co. v. Eastern Tube Co., 89
Nature Co., Lipton v., 262
Neaves, Metropolitan Life Insurance Co. v., 15
NEC Electronics v. CAL Circuit Abco, 207
Netbula, LLC v. Chordiant Software, Inc., 46
Netscape Communications Corp., Playboy
Enterprises v., 215
NettisEnvironment,Ltd.v.IWI,Inc.,215
Newspapers of New England, Inc., Union Leader
Corp. v., 130
Nissan Motor Corp., Mecurio v., 375
Northern Pacific Railway Co. v. United States, 112,
115, 167
Northrup King Co., Widmark v., 92
Novartis Corp. v. FTC, 244
Novelty, Inc., JCW Investments, Inc. v., 58–61

Oakley Fertilizer, Inc. v. Continental Inc. Co., 341–344
Office of Disciplinary Counsel, Zauderer v., 267
Ohio Dept. of Ins., State ex rel The Plain Dealer v., 90
Omega World Travel Inc. v. Mummagraphics Inc.,
280, 300–303
Orange & Rockland Utilities, Inc., Crossroads
Cogeneration Corp. v., 133
Original Appalachian Artworks, Inc. v. Granada
Electronics, Inc., 207
Orkin Exterminating Co. v. FTC, 276
Outboard Marine Corp., Beech v., 375
Owens-Corning Fiberglas Corp., Anders on v., 376
Paine Webber, Inc. v. wwwpainewebber.com, 214
Palmer v. BRG of Georgia, Inc., 137–138
Panavision Int’l v. Toeppen, 15
Paris Ceramics USA, Inc., Dunleavey v., 379–381
Pebble Beach Company v. Caddy, 13–17
xiv Table of Cases
PepsiCo., Inc., Leonard v., 337–341
Perez v. Wyeth Laboratories, Inc., 378
Perrin, Landry, deLaunay & Durand, Taylor v.,
307–308
Pfaff v. Wells Electronics, Inc., 53–55
Pfizer, Farsian v., 372
Pfizer, Inc., Walus v., 372
The Plain Dealer, State ex rel v. Ohio Dept. of Ins., 90
The Plantation Shutter Co. v. Ezell, 318
Playboy Enterprises v. Netscape Communications
Corp., 215
The Procter & Gamble Co. v. Ultreo, Inc., 239–240

PSKS, Inc., Leegin Creative Leather Products v., 116,
125, 135, 138–1 42, 168
Public Service Commission of New York, Central
Hudson Gas & Electric Corp. v., 232–2 33, 253, 2 54,
256, 289, 297
Qualitek Int’l, Inc., Roberge v., 93
Qualitex Co. v. Jacobson Products Co., 197, 216–217
Quality King Distributors, Inc. v. L’Anza Research
Int’l, Inc., 208
Queen City Pizza, Inc. v. Domino’s Pizza, Inc., 167
Ralston Purina Co., Alpo PetFoods, Inc. v., 243
Reeder-Simco GMC, Inc., Volvo Trucks North Am.,
Inc. v., 134
Reeves v. Alyeska Pipeline Service, 81
Reid, Community for Creative Non-Violence v., 41,
55–58
Reynolds, Mitchell v., 98
Rhode Island, 44 Liquormart, Inc. v., 232–233
Rio Int’l Interlink, Rio Properties, Inc. v., 15
RioProperties,Inc.v.RioInt’l Interlink, 15
Roberge v. Qualitek Int’l, Inc., 93
Rolex Watch, U.S.A. v. Michel Co., 209
Rossi v. 21st Century Concepts, Inc., 303–306
Ross-Simmons Hardwood Lumber Co., Weyerhaeuser
Co. v., 130, 131
Rubin v. Coors Brewing Co., 253–256
Rural Telephone Service Co., Feist Publications, Inc.
v., 39–40, 59
Russen, Estate of Presley v., 235
Samara Brothers, Inc., Wal-Mart Stores, Inc. v., 197

Schultz, Frisby v., 297
Schwarzenegger, Video Software Dealers Ass’nv.,
233–234
Schwarzenegger v. Fred Martin Motor Co., 16
S. C. Johnson & Son, Inc., Hirsch v., 236
S.C. Johnson & Son v. Clorox Co., 240–241
SEMA Construction, Inc. v. Diversified Prod. Indus-
tries, 329–330
Service Sys. Corp. v. Harris, 100
Shaw Family Archives Ltd. v. CMG Worldwide, Inc.,
236
Sheridan v. Marathon Petroleum Co., LLC, 182–184
Shiley, Inc., Angus v., 372
Shiley, Inc., Brinkman v., 372
Shiley, Inc., Spuhl v., 372
Shurtleff, Free Speech Coalition, Inc. v., 280
Signature Financial Group, Inc., State Street Bank &
Trust Co. v., 27
Sindell v. Abbott Laboratories, 372
Snuba International, Inc. v. Dolphin World, Inc., 33
Socony-Vacuum Oil Co., United States v., 121, 137,
143
Sony Corp. of America v. Universal City Studios,
44, 45
South Park Cigar, Inc., In re, 199
Space Organization Systems, Inc., California Closet
Co. v., 172
Spray-Rite Service Corp., Monsanto Co. v., 126
Spuhl v. Shiley, Inc., 372
Standard Oil Co. of California v. United States, 128

Standard Oil Co. of New Jersey v. United States, 112
Stanley Steemer International, Inc., AAA Abachman
Enterprises, Inc. v., 169
The Stanley Works, United States v., 284
State Bar of California, Keller v., 258
State ex rel The Plain Dealer v. Ohio Dept. of Ins., 90
State Oil Co. v. Khan, 116, 142–144, 167
State Street Bank & Trust Co. v. Signature Financial
Group, Inc., 27
Staub v. Toy Factory, Inc., 374
Strategic Directions Group, Inc. v. Bristol-Myers
Squibb Co., 91–92
Suess, Curtis 1000 v., 95
Super Duck Tours, LLC, Boston Duck Tours, LP v.,
195
Taco Cabana, Inc., Two Pesos, Inc. v., 197
Tasca v. GTE Prods. Corp., 378
Taylor v. Perrin, Landry, deLaunay & Durand,
307–308
Telephone Cases, The, 54–55
Telxon Corp. v. Hoffman, 93
Texaco, Inc., Gizzi v., 181
T. Harris Young & Associates, Inc. v. Marquette
Electronics, Inc., 129
The Coca-Cola Co., By Rite Distributing, Inc. v.,
238
Themins v. Emanuel Lutheran, 180
Thomas v. Micro Center, 382–384
Thongchoom v. Graco Children’s Products, Inc., 388
Ticor Title Insurance Co. v. Cohen, 96–100

Table of Cases xv
Tiffany (NJ) Inc. v. Ebay, Inc., 205
Time Warner Cable, Inc. v. DirecTV, Inc., 259–264
Timex Corp., Incase, Inc. v., 73
To-Am Equipment Co., Inc. v. Mitsubishi Caterpillar
Forklift America, Inc., 175–177
Todd v. Montana Siversmiths, Inc., 47
Toeppen, Panavision Int’lv.,15
Topco Assoc., Inc., United States v., 109, 137
Topps Chewing Gum, Inc., Haelan Labs, Inc. v., 235
Tour Costa Rica v. Country Walkers, Inc., 345– 347
Toy Factory, Inc., Staub v., 374
Toys “R” Us, Inc., Hyatt v., 359
Toys “R” Us, Inc. v. Akkaoui, 211
TrafFix Devices, Inc. v. Marketing Displays, Inc.,
218–220
Trailer Leasing Co. v. Associates Commer Corp., 94
Trauner, Cohen & Thomas, LLP, Greco v., 308
Two Pesos, Inc. v. Taco Cabana, Inc., 197
Ultreo, Inc., The Procter & Gamble Co. v., 239–240
Union Leader Corp. v. Newspapers of New England,
Inc., 130
United Foods, Inc., United States v., 256–259
United States, Brown Shoe Co. v., 110
United States, Lever Bros. Co. v., 208
United States, Northern Pacific Railway Co. v., 112,
115, 167
United States, Standard Oil Co. of California v., 128
United States, Standard Oil Co. of New Jersey v., 112
United States, White Motor Co. v., 143

United States v. Aluminum Co. of America, 128, 130,
137
United States v. Arnold, Schwinn & Co., 143
United States v. Capital City Foods, 288
United States v. Colgate & Co., 125
United States v. Grinnell Corp., 129
United States v. Socony-Vacuum Oil Co., 121, 137,
143
United States v. The Stanley Works, 284
United States v. Topco Assoc., Inc., 109, 137
United States v. United Foods, Inc., 256–259
United States v. Women’s Sportswear Manufacturers
Assoc., 115
United State v. Falstaff Brewing Co., 119
Universal City Studios, Sony Corp. of America v.,
44, 45
University Loft Co., Mathews v., 370–371
Vassallo v. Baxter Healthcare Corp., 376
Venderwerff Implement, Inc. v. McCance, 333–334
Venture Tape Corp. v. McGills Glass Warehouse,
224–227
Vent v. Mars Snackfood U.S., LLC, 100–103
Video Software Dealers Ass’n v. Schwarzenegger,
233–234
Vineyard County Gold Corp., Cass County Music
Co. v., 44
Virginia Citizens Consumer Council, Inc., Virginia
State Board of Pharmacy v., 232, 254
Virginia State Board of Pharmacy v. Virginia Citizens
Consumer Council, Inc., 232, 254

Vistaprint USA, Inc., Asis Internet Services v., 280
Volvo Trucks North Am., Inc. v. Reeder-Simco GMC,
Inc., 134
Waitsv.Frito-Lay,Inc.,236
Walker-Davis Publications, Ames Publishing Co. v.,
243
Wal-Mart Stores, Inc. v. Samara Brothers, Inc., 197
Walus v. Pfizer, Inc., 372
Warner-Lambert Co. v. F.T.C., 243
Weil Ceramics & Glass, Inc. v. Dash, 207
Wells Electronics, Inc., Pfaff v., 53 –55
Western Trimming Crop., The Antioch Co. v., 198
Weyerhaeuser Co. v. Ross-Simmons Hardwood
Lumber Co., 130, 131
Whitehead v. Dycho Co., 378
White Motor Co. v. United States, 143
Widmark v. Northrup King Co., 92
Wileman Brothers & Elliott, Inc., Glickman v., 256,
257, 258
Wilson v. Mobil Oil Corp., 167
Women’s Sportswear Manufacturers Assoc., United
States v., 115
Wu v. Dunkin’ Donuts, Inc., 164–165
wwwpainewebber.com, Paine Webber, Inc. v., 214
Wyeth Laboratories, Inc., Perez v., 378
Yarusso, Bell Sports, Inc. v., 365
Zauderer v. Office of Disciplinary Counsel, 267
Zhejiang Shaoxing Yongli Printing & Dyeing Co.,
Ltd. v. Microflock Textile Group Corp., 347–349
xvi Table of Cases

Preface
Instructors want to educate their students to become knowledgeable consumers of legal ser-
vices. Students want to become successful managers, capable of planning to avoid legal pro-
blems 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.
Experienced marketing managers know that the law affects marketing activities in a multi-
tude 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 reg-
ulation, and products liability. Business students benefit immeasurably from a course that fo-
cuses on the many areas in which law and marketing intersect. The Law of Marketing is the
book that will help you achieve your educational goals in a marketing law course.
Business students cannot assume that a single book or course on marketing law will
make them an expert in the legal issues that might arise in their careers; nor can they as-
sume that a single lawyer will be able to fully address all the legal concerns that they might
encounter. However, by developing an understanding of the complexity and relevance of
the various types of law that impact the marketing function, the informed student can
meet these challenges head-on and be better prepared to meet his or her career challenges.
Through a unique design that intertwines marketing principles, legal cases, and cur-
rent business examples, The Law of Marketing focuses specifically and in detail on those
legal principles of particular relevance to marketing activities. It addresses the pivotal to-
pics necessary for understanding the impact that law has upon marketing activities and
how law affects current marketing trends. The book also highlights the personal liability
issues that students, as future managers, might face.
Subject Matter and Organization of the Book
This textbook is designed to take the student through the legal aspects of the marketing
function. It covers the initial legal issues related to product development, such as protec-
tion of intellectual property assets, legal issues relating to distribution and promotion of
the product or service, and ultimately legal issues pertaining to the sale of the product or
service, including attendant issues such as products liability and warranties. Structuring
the book according to these marketing practices and functions creates a logical progres-

sion for students to use as a framework for real-life experiences.
This book is designed for both those students who have had a legal environment prere-
quisite and those who are new to the study of business law. Thus, each individual chapter
can stand alone. Students already possessing an understanding of the legal environment or
who have previously taken courses addressing specialized legal topics will benefit from
being able to jump almost immediately into the various marketing law topics covered in
Chapters 2 through 10. For students who are new to the study of business law, Chapter 1
provides a very brief overview of the legal environment of marketing law.
The book covers the following marketing law topics:
• Part Two: Legal Issues Relating to Product Development
• Chapter 2: Protection of Intellectual Property Assets through Patent and Copy-
right Law: This chapter examines two of the four areas of law that protect intellec-
tual property assets: patent law and copyright law.
xvii
• Chapter 3: Protection of Intellectual Property Assets through Trade Secret Law,
Contractual Agreements, and Business Strategies: This chapter addresses the
third area of intellectual property law—trade secrets—as well as the law relating
to the protection of unsolicited ideas, and business strategies for protecting and
maximizing the value of intellectual property assets, including the use of contrac-
tual agreements.
• Part Three: Legal Issues Relating to Product Distribution
• Chapter 4: Antitrust Law: This chapter addresses the major federal antitrust sta-
tutes, horizontal and vertical restraints of trade, monopolization, price discrimina-
tion, and the international implications of antitrust laws.
• Chapter 5: The Franchisor-Franchisee Relationship: This chapter provides an
overview of typical franchise agreements, the types of legal issues that commonly
arise in franchise relationships, and state and federal regulation of franchises.
• Part Four: Legal Issues Relating to Product Promotion
• Chapter 6: Trademark Law: This chapter covers trademark law, including issues
pertaining to international protection of marks and to the use of marks on the

Internet.
• Chapter 7: Commercial Speech and Regulation of Advertising: This chapter fo-
cuses on First Amendment restrictions on advertising and other forms of commercial
speech, common law actions for deceptive or false advertising, and statutory causes of
action for deceptive or false advertising arising under the Lanham Act and the Fed-
eral Trade Commission Act.
• Chapter 8: Consumer Protection Law: This chapter addresses the regulation of
direct marketing activities, labeling and packaging regulation, health and safety
regulation, and consumer credit protection statutes.
• Part Five: Legal Issues Relating to Product Sale
• Chapter 9: Contracts and Sales of Goods Law: This chapter focuses on the
fundamental common law contract principles, the basic provisions of UCC law
pertaining to the sale of goods, and the Convention on the International Sale of
Goods.
• Chapter 10: Warranties and Products Liability: This chapter examines the law
pertaining to warranties on sales of goods and to products liability.
Key Features
The chapters consist of textual discussion of the relevant issues and rules of law, with
cases and problems for discussion.
Cases
Several tools are used to convey the ideas of each chapter. Each chapter contains two types
of cases: “Case Illustrations” and “Discussion Cases.” The Case Illustrations are short sum-
maries of cases that illustrate a particular legal point discussed in the text. These cases are
mostly paraphrased. When the original language of the court is used, it is indicated through
quotation marks or through block quotes.
At the end of each chapter there are several “Discussion Cases.” These cases have been
edited for length, but the language appearing on the page is entirely that of the court. El-
lipses (…) have been used to indicate where a portion of a sentence has been omitted.
Three asterisks (* * *) are used to indicate where a complete sentence or more has been
omitted from a paragraph or where a complete paragraph or more has been omitted.

The Discussion Cases are somewhat longer than the cases found in most legal envir-
onment texts. Depending upon how the course is structured and how the text is used,
instructors may assign all or just some of the cases, picking and choosing those that are
most relevant to their own teaching objectives.
xviii Preface
Why the long cases? In my two decades of teaching, I have noticed a trend toward
cases being more and more heavily edited, often with the facts, issue, legal rule, and ana-
lysis being specifically labeled for the students. I am a firm believer in developing the
student’s ability to “brief” cases, which enables the student to acquire the skill of analyz-
ing a court’s reasoning process and to hone his or her own reasoning skills. There is a
real value in a student seeing the factual background of a case and the court’s reasoning
process and to working through the language used by the court. The longer cases pro-
vided within this textbook allow the students to engage in this process.
The Case Illustrations and the Discussion Cases have been selected based upon their
relevance to the function of marketing, their appeal to business students, and their effec-
tiveness in highlighting key legal ideas. Recent cases, including In re Bilski, A.V. v. iPar-
adigms, LLC; Leegin Creative Leather Products v. PSKS, Inc.; and Time Warner Cable,
Inc. v. DirecTV, Inc., have been incorporated to address current legal issues.
Internet and International Coverage
Coverage of international and Internet legal issues are integrated into chapters, as appro-
priate. Scattered throughout the text are numerous Web addresses to websites of particu-
lar relevance to the topics being discussed throughout the book. These sites can be
visited for additional background on topics of particular interest to the reader.
Discussion Questions
At the end of each chapter are several Discussion Questions. Most of these problems are
based on real cases and give the students an opportunity to apply the concepts discussed
in the chapter to real-life scenarios. Case citations for these questions appear in the In-
structor’s Manual.
Supplements
Instructor’s Manual with the Test Bank

www.cengage.com/blaw/oswald
Prepared by the author, the Instructor’s Manual provides a succinct chapter summary
and outline, lecture considerations, notes on the cases and answers to the discussion
case questions and end-of-chapter exercises (including case citations). 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.
Text Companion Website
www.cengage.com/blaw/oswald
The website for this edition includes access to the Instructor’s Manual and Test Bank as
well as access to the Court Case Updates.
Business Law Digital Video Library Online Access
www.cengage.com/blaw.dvl
The Business Law Digital Video Library has 25 videos that address marketing law topics
(such as intellectual property, antitrust, privacy, free speech, and contracts, etc.) in addi-
tion to other topics. Access to these videos is FREE for your students when bundled with
a new textbook. Please be sure to let your sales representative know if you would like
temporary access to demo this product, which offers a total of over 65 clips with instruc-
tor resources (such as discussion questions).
Court Case Updates
www.cengage.com/blaw/cases
South-Western’s Court Case Updates provide monthly summaries of the most important
legal cases happening around the country.
Preface xix
Business Law Case Database
www.textchoice.com
Wondering what happened to your favorite case? The Business Law Case Database is a ro-
bust case library that houses over 700 cases. You can now hand-pick the cases you want,
making it easy to create customizable casebook. Start by searching the Business Law
Custom Case Database by state or topic for a complete list of offerings.
Westlaw

®
Access
www.westlaw.com
Westlaw
®
, West Group’s vast online source of value-added legal and business information,
contains over 15,000 databases of information spanning a variety of jurisdictions, practice
areas, and disciplines. Qualified instructors may receive 10 complimentary hours of West-
law
®
for their course (certain restrictions apply; contact your South-Western sales repre-
sentative for details).
Business Law Community Website
www.cengage.com/community/blaw
Visit South-Western’s Community website for a wealth of resources to help you deliver
the most effective course possible, including our “Great Ideas in Teaching Business Law”
section. Our Community website offers teaching tips and ideas for making the subject
interesting and appealing to your students. Ideas include class presentations, discussion
topics, research projects, and more.
Acknowledgments
The second edition of The Law of Marketing reflects many comments from colleagues, all of
which are deeply appreciated. In particular, the author would like to thank the following:
Malcolm Abel
Western Carolina University
Craig Andrews
Marquette University
Robert C. Bird
University of Connecticut
Dr. William N. Bockanic
John Carroll University

Judy Gedge
Quinnipiac University
Joseph Gordon
Davis Applied Technology College
James Gould
Pace University
Patricia Greer
Berkeley College
Norman Hawker
Western Michigan University
Silvia Hodges
Emerson College
Jack E. Karns
East Carolina University
Arlen Langvardt
Indiana University
Tim Lemper
Indiana University, Bloomington
Ross D. Petty
Babson College
Kiana Pierre-Louis, Esq.
Bentley University
Dr. Joanie Sompayrac
University of Tennessee, Chatta nooga
Gregory L. Young
California State University, Northridge
And special thanks to Vicky True and Krista Kellman of South-Western Legal Studies in
Business/Cengage Learning for their invaluable assistance and support in the preparation
of this edition.
xx Preface

About the Author
Lynda J. Oswald is a Professor of Business Law and Michael R. and Mary Kay Hallman
Fellow at the Stephen M. Ross School of Business at the University of Michigan. She re-
ceived 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 Ross School of Business in 1988. Professor
Oswald is also a Past President of the Academy of Legal Studies in Business, and served on
its Executive Committee from 2003 to 2008.
Professor Oswald has received numerous awards f or her research, including the H oeber
Memorial Award and the Holmes-Cardozo Award for Research Excellence from the Amer-
ican Business Law Journal. Her work has been cited by numerous courts, including the
U.S. Supreme Court in United States v. Bestfoods.
Professor Oswald is currently the Editor of the Michigan Real Property Review.Shehas
served as the Louis and Myrtle Moskowitz Research Professor of Law and Business and
as a Contributing Editor to the Real Estate Law Journal, as well as serving as a special edi-
tor for the American Business Law Journal and the Journal of Legal Studies Education.She
has also served as a Contributing Editor of Environmental Law for the Real Estate Law
Journal.
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, PRC, and at Lviv State University in Lviv, Ukraine; a visiting professor
at the University of Sydney in Sydney, Australia; and a Visiting Professor of Law at the
Hopkins-Nanjing Center in Nanjing, PRC.
xxi
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PART 1
Introduction to Marketing Law
Chapter 1
Overview of the Legal Environment of Marketing Activities

1
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