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1 results

  • 12 - Marketing Analysis in Class Certification

  • from Part III - Methodological Advances
  • Edited by Jacob E. Gersen, Harvard Law School, Massachusetts, Joel H. Steckel, New York University
  • Book:
    The Cambridge Handbook of Marketing and the Law
    Published online:
    29 June 2023
    Print publication:
    13 July 2023, pp 250-269

  • 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.