Book contents
- The Cambridge Handbook of Marketing and the Law
- The Cambridge Handbook of Marketing and the Law
- Copyright page
- Dedication
- Contents
- Figures
- Tables
- Contributors
- Introduction
- Part I Understanding Consumer Behavior
- Part II Understanding Marketing Phenomena
- Part III Methodological Advances
- 9 Choice Experiments
- 10 Use of Conjoint Analysis in Litigation
- 11 Piece Problems
- 12 Marketing Analysis in Class Certification
- 13 Damages Estimation in Consumer Deception Class Actions
- 14 Taking a Second Look at Secondary Meaning
- 15 Social Media Evidence in Commercial Litigation
- Part IV How the Law Protects
12 - Marketing Analysis in Class Certification
from Part III - Methodological Advances
Published online by Cambridge University Press: 29 June 2023
Book contents
- The Cambridge Handbook of Marketing and the Law
- The Cambridge Handbook of Marketing and the Law
- Copyright page
- Dedication
- Contents
- Figures
- Tables
- Contributors
- Introduction
- Part I Understanding Consumer Behavior
- Part II Understanding Marketing Phenomena
- Part III Methodological Advances
- 9 Choice Experiments
- 10 Use of Conjoint Analysis in Litigation
- 11 Piece Problems
- 12 Marketing Analysis in Class Certification
- 13 Damages Estimation in Consumer Deception Class Actions
- 14 Taking a Second Look at Secondary Meaning
- 15 Social Media Evidence in Commercial Litigation
- Part IV How the Law Protects
Summary
Marketing analyzes the behavior of buyers and sellers and often does so at the individual or segment level. Thus, differences among sellers or heterogeneity among buyers are often areas of focus for marketing analysis. Much of the class certification process involves assessments regarding the similarity – or lack thereof – in class members’ situations. This has made marketing and its analytic tool kit for examining markets at the disaggregate level well suited to provide insight into key issues in class certification.
- Type
- Chapter
- Information
- The Cambridge Handbook of Marketing and the Law , pp. 250 - 269Publisher: Cambridge University PressPrint publication year: 2023