This volume is concerned with the complexities of the relationship between globalization and different groups of … consumers in developing countries. Globalization, it is argued, can yield frustration and disappointment as well as welfare …

This handbook examines a wide range of current legal and policy issues at the intersection of marketing and the law … divides certain marketing claims between fact and fiction? Can a litigant establish secondary meaning without a survey? How … of marketing and the law brings together an international roster of scholars to answer these questions and more. …