MKT 4311 Marketing Research: Research Starter

The success of any given business relies heavily on how effectively that business can bring its products or services to market. This marketing objective is both regulated and assisted by the law. The government has an interest in protecting its citizens from unfair dealing on the part of dishonest or overzealous marketers. However, the government also has an interest in promoting innovation and invention for the benefit of society. To achieve these goals, the law seeks to regulate the acceptable methods of marketing and allow inventors to profit from the fruits of their labor. Two ways the federal government accomplishes those goals are with the Federal Trade Commission and the intellectual property law. These two bodies of law join together with other areas of law, like contracts and torts, to form the fabric that governs the marketplace.

According to the American Marketing Association, marketing is "an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders" (2007). There are numerous Research Starter articles related to this topic. The list below includes the most relevant Research Starter items.