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- Title
REGULATION OF ADVERTISING AND PROMOTIONAL METHODS.
- Authors
Werner, Ray O.; Cohen, Dorothy
- Abstract
The article presents legal developments in marketing relating to the regulation of advertising and promotional methods. The case of Commodore Business Machines, Inc. v. Montgomery Grant Inc. and IDG Communications Peterborough, Inc. is discussed, in which it was determined that a manufacturer that had announced a policy regarding pricing can terminate an authorized dealer if the dealer continues to advertise discount prices of the manufacturer's product, but if the manufacturer uses coerced agreements to effect dealer adherence to resale prices, the refusal to deal would violate antitrust laws. The case of the United States Federal Trade Commission v. Sierra Pacific Marketing, Inc. et al. is also discussed, involving a permanent injunction sought against a group of telemarketers.
- Subjects
UNITED States; MARKETING laws; ADVERTISING laws; SALES promotion; ANTITRUST law; PRICE regulation; COMMODORE Business Machines Inc.; MONTGOMERY Grant Inc.; UNITED States. Federal Trade Commission; LAW; ACTIONS &; defenses (Law)
- Publication
Journal of Marketing, 1993, Vol 57, Issue 4, p130
- ISSN
0022-2429
- Publication type
Article