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- Title
Marketing and the Law.
- Authors
Olazábal, Ann Morales; Cava, Anita; Sacasas, René
- Abstract
The article discusses several lawsuits and legal cases in regards to marketing. Cobranding agreements can help to promote two brands when they form partnerships. When one, however, received negative publicity, the other will similarly receive negative publicity, such as the case when Capital One tried to break its contract with Kmart when it had filed for bankruptcy. The Third Circuit Court of Appeals made their ruling in the Howard Hess Dental Laboratories v. Dentsply International, Inc. in which Dentsply was accused of monopolistic behavior and price fixing.
- Subjects
MARKETING; LEGAL judgments; CO-branding; BUSINESS partnerships; PUBLICITY; BANKRUPTCY; CAPITAL One Financial Corp.; KMART Corp.; ACTIONS &; defenses (Law); PRICE fixing; MONOPOLIES; DENTSPLY SIRONA Inc.; HOWARD Hess Dental Laboratories (Company)
- Publication
Journal of the Academy of Marketing Science, 2006, Vol 34, Issue 4, p628
- ISSN
0092-0703
- Publication type
Article