class="bi x0 y0 w0 h1"
The Law of Marketing
SECOND EDITION
Lynda J. Oswald
Professor of Business Law and Michael R. and Mary Kay Hallman Fellow
Stephen M. Ross School of Business at the University of Michigan
Australia • Brazil • Japan • Korea • Mexico • Singapore • Spain • United Kingdom • United States
The Law of Marketing, 2e
Lynda J. Oswald
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Printed in United States of America
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Brief Contents
Table of Cases xi
Preface xvii
About the Author xxi
PART 1 Introduction to Marketing Law 1
CHAPTER 1 Overview of the Legal Environment of Marketing Activities 3
PART 2 Legal Issues Relating to Product Development 21
CHAPTER 2 Protection of Intellectual Property Assets: Patent and
Copyright Law 23
CHAPTER 3 Protection of Intellectual Property Assets through
Trade Secret Law, Contractual Agreements and
Business Strategies 71
PART 3 Legal Issues Relating to Product Distribution 107
CHAPTER 4 Antitrust Law 109
CHAPTER 5 The Franchisor-Franchisee Relationship 155
PART 4 Legal Issues Relating to Product Promotion 189
CHAPTER 6 Trademark Law 191
CHAPTER 7 Commercial Speech and the Regulation of Advertising 231
CHAPTER 8 Consumer Protection Law 275
PART 5 Legal Issues Relating to Product Sale 313
CHAPTER 9 Contracts and Sales of Goods Law 315
CHAPTER 10 Warranties and Products Liability 355
Glossary 393
Index 409
iv
Contents
Table of Cases xi

Infringement 32
Remedies for Patent Infringement 34
Filing for Foreign Patents 35
Copyright Law 37
Sources of Copyright Law 37
Subject Matter of Copyrights 38
Rights Provided by Copyright 40
Ownership of the Copyright 41
v
Copyright Procedures 41
Copyright Infringement 43
Defenses to Copyright Infringement 45
Remedies for Copyright Infringement 47
Copyright Law on the Internet 49
International Copyright Law Issues 50
Discussion Case 2.1 Patent Law—Patentable Subject Matter 51
Discussion Case 2.2 Patents—Novelty, On-Sale Bar 53
Discussion Case 2.3 Copyright—Work for Hire 55
Discussion Case 2.4 Copyright—Infringement, Copyrightable Subject Matter 58
Discussion Case 2.5 Copyright—Fair Use 61
Discussion Questions 65
CHAPTER 3
Protection of Intellectual Property Assets through Trade Secret
Law, Contractual Agreements and Business Strategies 71
Trade Secret Law 71
Definition of “Trade Secret” 71
Patent Protection versus Trade Secret Protection 73
Ownership of Trade Secrets Created by Employees 74
Misappropriation of a Trade Secret 75
Remedies for Trade Secret Misappropriation 77

Group Boycotts and Concerted Refusals to Deal 122
Horizontal Market Allocations 123
Agreements to Restrict Advertising 123
Joint Ventures 123
Vertical Restraints Against Competition 124
Resale Price Maintenance Agreements 124
Nonprice Agreements Between a Manufacturer and a Dealer 127
Tying Arrangements 127
Monopolization and Attempts to Monopolize 128
Monopolization by a Single Firm 128
Attempted Monopolization 131
Conspiracy to Monopolize 131
Price Discrimination 131
Elements of Price Discrimination 132
Defenses 133
Antitrust and the Interne t 135
State Antitrust Enfor cement 135
International Implications of Antitrust Laws 136
Discussion Case 4.1 Horizontal Price-Fixing, Horizontal Market Allocation 137
Discussion Case 4.2 Vertical Price Restraints, Rule of Reason 138
Discussion Case 4.3 Rule of Reason, Vertical Maximum Resale Price Maintenance 142
Discussion Case 4.4 Monopolization, Attempted Monopolization 145
Discussion Case 4.5 Monopolization, Attempted Monopolization, Definition of Market,
Essential Facility, State Antitrust Law 148
Discussion Questions 150
CHAPTER 5
The Franchisor-Franchisee Relationship 155
Overview 155
Types of Franchises 156
Definition of a “Franchise” 156

Creating and Protecting a Mark 193
Distinctiveness of the Mark 193
What May Constitute a Mark? 194
Trademark Searches 197
Creation and Ownership of the Mark 199
U.S. Customs Service Assistance 202
Trademark Infringement and Dilution 203
Infringement 203
Dilution 209
International Trademark Law Issues 212
Trademarks on the Internet 213
Cybersquatting 213
Typopiracy 214
Portals, Banner Advertising, and Metatags 214
Linking Issues 215
Internet Strategies for Business 215
Discussion Case 6.1 Trademark Protection—Color as a Mark 216
Discussion Case 6.2 Trade Dress Protection—Functionality 218
Discussion Case 6.3 Trademark Infringement, Dilution, Defenses, First Amendment 221
Discussion Case 6.4 Trademarks—Infringement, Metatags, Remedies 224
Discussion Questions 227
CHAPTER 7
Commercial Speech and the Regulation of Advertising 231
Commercial Free Speech 231
Common Law Causes of Action 234
Right of Publicity 234
Statutory and Regulatory Causes of Action 236
State Statutes 236
The Lanham Act 237
The Federal Trade Commission Act 241

Consumer Credit Protection 293
The Truth-in-Lending Act 293
Discussion Case 8.1 First Amendment Challenge to the Do-Not-Call Registry 296
Discussion Case 8.2 CAN-SPAM Preemption 300
Discussion Case 8.3 Home Solicitations 303
Discussion Case 8.4 Fair Debt Collections Practices Act 306
Discussion Questions 309
PART 5 Legal Issues Relating to Product Sale
CHAPTER 9
Contracts and Sales of Goods Law 315
Overview 315
Sources of Contract Law 315
The Common Law of Contracts 316
Uniform Commercial Code 316
Elements of a Contract 317
Mutual Assent 317
Consideration 322
Legality/Unenforceability on Public Policy Grounds 323
Capacity 324
Contents ix
Promissory Estoppel 324
The Statute of Frauds 325
Parol Evidence Rule and Contract Interpretation 325
Special UCC Rules 326
Definiteness and the UCC’s “Gap-Filler” Provisions 326
Performance of the Contract 326
Transfer of Title and Risk of Loss 328
Breach of Contract and Contract Remedies 331
Actual and Anticipatory Breach 331
Remedies Generally 331

xContents
Table of Cases
21st Century Concepts, Inc., Rossi v., 303–306
44 Liquormart, Inc. v. Rhode Island, 232–233
AAA Abachman Enterprises, Inc. v. Stanley Steemer
International, Inc., 169
Abbott Laboratories, Sindell v., 372
A.B. Dick Co., Henry v., 182
Abood v. Detroit Board of Education, 258
Acuff-Rose Music, Inc., Campbell v., 47, 48
A. E. Staley Mfg. Co., FTC v., 135
Akkaoui, Toys “R” Us,Inc.v.,211
Albrecht v. Herald Co., 14, 144
Al Minor & Associates, Inc. v. Martin, 89–91
Alpo PetFoods, Inc. v. Ralston Purina Co., 243
Aluminum Co. of America, United States v., 128,
130, 137
Alyeska Pipeline Service, Reeves v., 81
American Automobile Association, Inc. v. Darba
Enterprises Inc., 17–20
American Football League v. National Football
League, 130
American Home Products Corp., McNeilab, Inc. v.,
263
American Tel. & Tel. Co., MCI Communications
Corp. v., 131
Ames Publishing Co. v. Walker-Davis Publications,
243
Amestoy, International Dairy Foods Association v.,
289

v., 148–150
BRG of Georgia, Inc., Palmer v., 137–138
Brinkman v. Shiley, Inc., 372
Bristol-Myers Squibb Co., Strategic Directions Group,
Inc. v., 91–92
Brooke Group, Ltd. v. Brown & Williamson Tobacco
Corp., 130
Brown & Williamson Tobacco Corp., Brooke Group,
Ltd. v., 130
Brown Shoe Co. v. United States, 110
xi
BSH Home Appliances Corp., Detroit Radiant Prods.
Co. v., 334–335
Buick Motor Co., MacPherson v., 366
Burck v. M Mars, Inc., 235
Burlington Coat Factory, Baker v., 362
By Rite Distributing, Inc. v. The Coca-Cola Co., 238
Caddy, Pebble Beach Company v., 13–17
CAL Circuit Abco, NEC Electronics v., 207
Calder v. Jones, 14, 16
California Auth. of Racing Fairs, ITSI T.V. Prods., Inc.
v., 44
California Closet Co. v. Space Organization Systems,
Inc., 172
Campbell Soup Co., In re, 246, 249
Campbell v. Acuff-Rose Music, Inc., 47, 48
Campbell v. Gala Indus., Inc., 377
Capital Cities/ABC, Inc., Hoffman v., 224
Capital City Foods, United States v., 288
Carson v. Here’s Johnny Portable Toilets, Inc., 236

Coors Brewing Co., Rubin v., 253–256
Copperweld Corp. v. Independence Tube Corp., 112,
116
Cory Int’l Corp., Kolarik v., 358
Country Walkers, Inc., Tour Costa Rica v., 345–347
Crinkley v. Holiday Inns, Inc., 181
Crossroads Cogeneration Corp. v. Orange & Rockland
Utilities, Inc., 133
Curran v. Ciaramelli, 357
Curtis 1000 v. Suess, 95
Daimler Chrysler Corp., Flax v., 377
Darba Enterprises Inc., American Automobile Asso-
ciation, Inc. v., 17–20
Dash, Weil Ceramics & Glass, Inc. v., 207
Deer Valley Resort Co., Ltd., Christy Sports, LLC v.,
145–147
Del Monte Fresh Produce, N.A., Inc. v. Chiquita
Brands Int’l Inc., 92–96
Deltek, Inc. v. Iuvo Systems, Inc., 215
Detroit Board of Education, Abood v., 258
Detroit Radiant Prods. Co. v. BSH Home Appliances
Corp., 334–335
Diamond v. Chakrabarty, 27, 51–53
DirecTV, Inc., Time Warner Cable, Inc. v., 259–264
Diversified Prod. Industries, SEMA Construction,
Inc. v., 329–330
Dolphin World, Inc., Snuba International, Inc. v., 33
Domino’s Pizza, Inc., Queen City Pizza, Inc. v., 167
Donsco, Inc. v. Casper Corp., 243
Dr. Miles Medical Co. v. John D. Park & Sons Co.,

Fred Martin Motor Co., Schwarzenegger v., 16
Free Speech Coalition, Inc. v. Shurtleff, 280
Frisby v. Schultz, 297
Frito-Lay, Inc., Waits v., 236
FTC, Kraft, Inc. v., 264–271
FTC, Mainstream Marketing Services, Inc. v., 296–300
FTC, Novartis Corp. v., 244
FTC, Orkin Exterminating Co. v., 276
FTC, Warner-Lambert Co. v., 243
FTCv.A.E.StaleyMfg.Co.,135
FTC v. Global Marketing Group, Inc., 279
FTC v. Motion Picture Advertising Service Co., 113
Futuredontics, Inc. v. Applied Anagramics, Inc., 215
Gaines-Tabb v. ICI Explosives, USA, Inc., 384–386
Gala Indus., Inc., Campbell v., 377
Gizzi v. Texaco, Inc., 181
Glickman v. Wileman Brothers & Elliott, Inc., 256,
257, 258
Global Marketing Group, Inc., FTC v., 279
Gonzalez v. Kay, 306–309
Graco Children’s Products, Inc., Thongchoom v., 388
Great Minneapolis Surplus Store, Lefkowitz v.,
339–340
Greco v. Trauner, Cohen & Thomas, LLP, 308
Green County Food Market, Inc. v. Bottling Group,
LLC, 148–150
Gregory v. Fort Bridger Rendezvous Ass’n., 122–123
Grinnell Corp., United States v., 129
Grokster, Ltd., MGM Studios, Inc. v., 44
GTE Prods. Corp., Tasca v., 378

International Dairy Foods Association v. Amestoy,
289
International Dairy Queen, Collins v., 167
Internet Entertainment Group, Ltd., Hasbro, Inc.
v., 211
Intex Recreation Corp., Higgins v., 386–389
iParadigms, LLC, A.V. v., 61–65
Isbell, Mary Kay, Inc. v., 177–
179
Islamorada, Island Silver & Spice, Inc. v., 173 –175
Island Silver & Spice, Inc. v. Islamorada, 173–175
ITSI T.V. Prods., Inc. v. California Auth. of Racing
Fairs, 44
Iuvo Systems, Inc., Deltek, Inc. v., 215
IWI, Inc., Nettis Environment, Ltd. v., 215
Jackson, Clomon v., 307–308
Jacobson Products Co., Qualitex Co. v., 197, 216–217
JCW Investments, Inc. v. Novelty, Inc., 58–61
Jerome-Duncan, Inc. v. Auto-By-Tel, LLC, 158
John D. Park & Sons Co., Dr. Miles Medical Co. v.,
138, 139, 142, 143
Johnson, Kamposek v., 281–282
John Wright, Inc. v. Casper Corp., 243
Jones, Calder v., 14, 16
Jordache Enterprises, Inc. v. Hogg Wyld, LTD, 206
Joseph E. Seagram & Sons, Inc., Kiefer-Stewart Co. v.,
143
Jostens, Inc. v. Nat’l Computer Sys., Inc., 92
Kamposek v. Johnson, 281–282
Kay, Gonzalez v., 306–309

Mars Snackfood U.S., LLC, Vent v., 100–103
Martin, Al Minor & Associates, Inc. v., 89–91
Mary Kay, Inc. v. Isbell, 177–179
Mathews v. University Loft Co., 370–371
Mattel, Inc., In re, 249
Mattel, Inc. v. MCA Records, Inc., 221–224
McAnany v. Case, Inc., 368
MCA Records, Inc., Mattel, Inc. v., 221–224
McCance, Venderwerff Implement, Inc. v., 333–334
McDonald’s Corp., Miller v., 179–182
McGills Glass Warehouse, Venture Tape Corp. v.,
224–227
MCI Communications Corp. v. American Tel. & Tel.
Co., 131
McNeilab, Inc. v. American Home Products Corp.,
263
Mecurio v. Nissan Motor Corp., 375
Metropolitan Life Insurance Co. V. Neaves, 15
MGM Studios, Inc. v. Grokster, Ltd., 44
Michel Co., Rolex Watch, U.S.A. v., 209
Micro Center, Thomas v., 382–384
Microflock Textile Group Corp., Zhejiang Shaoxing
Yongli Printing & Dyeing Co., Ltd. v., 347–349
Midler v. Ford Motor Co., 236
Miller v. McDonald’s Corp., 179–182
Mitchell v. Reynolds, 98
Mitsubishi Caterpillar Forklift America, Inc., To-Am
EquipmentCo.,Inc.v.,175–
177
M Mars, Inc., Burck v., 235

Oakley Fertilizer, Inc. v. Continental Inc. Co., 341–344
Office of Disciplinary Counsel, Zauderer v., 267
Ohio Dept. of Ins., State ex rel The Plain Dealer v., 90
Omega World Travel Inc. v. Mummagraphics Inc.,
280, 300–303
Orange & Rockland Utilities, Inc., Crossroads
Cogeneration Corp. v., 133
Original Appalachian Artworks, Inc. v. Granada
Electronics, Inc., 207
Orkin Exterminating Co. v. FTC, 276
Outboard Marine Corp., Beech v., 375
Owens-Corning Fiberglas Corp., Anders on v., 376
Paine Webber, Inc. v. wwwpainewebber.com, 214
Palmer v. BRG of Georgia, Inc., 137–138
Panavision Int’l v. Toeppen, 15
Paris Ceramics USA, Inc., Dunleavey v., 379–381
Pebble Beach Company v. Caddy, 13–17
xiv Table of Cases
PepsiCo., Inc., Leonard v., 337–341
Perez v. Wyeth Laboratories, Inc., 378
Perrin, Landry, deLaunay & Durand, Taylor v.,
307–308
Pfaff v. Wells Electronics, Inc., 53–55
Pfizer, Farsian v., 372
Pfizer, Inc., Walus v., 372
The Plain Dealer, State ex rel v. Ohio Dept. of Ins., 90
The Plantation Shutter Co. v. Ezell, 318
Playboy Enterprises v. Netscape Communications
Corp., 215
The Procter & Gamble Co. v. Ultreo, Inc., 239–240

Schultz, Frisby v., 297
Schwarzenegger, Video Software Dealers Ass’nv.,
233–234
Schwarzenegger v. Fred Martin Motor Co., 16
S. C. Johnson & Son, Inc., Hirsch v., 236
S.C. Johnson & Son v. Clorox Co., 240–241
SEMA Construction, Inc. v. Diversified Prod. Indus-
tries, 329–330
Service Sys. Corp. v. Harris, 100
Shaw Family Archives Ltd. v. CMG Worldwide, Inc.,
236
Sheridan v. Marathon Petroleum Co., LLC, 182–184
Shiley, Inc., Angus v., 372
Shiley, Inc., Brinkman v., 372
Shiley, Inc., Spuhl v., 372
Shurtleff, Free Speech Coalition, Inc. v., 280
Signature Financial Group, Inc., State Street Bank &
Trust Co. v., 27
Sindell v. Abbott Laboratories, 372
Snuba International, Inc. v. Dolphin World, Inc., 33
Socony-Vacuum Oil Co., United States v., 121, 137,
143
Sony Corp. of America v. Universal City Studios,
44, 45
South Park Cigar, Inc., In re, 199
Space Organization Systems, Inc., California Closet
Co. v., 172
Spray-Rite Service Corp., Monsanto Co. v., 126
Spuhl v. Shiley, Inc., 372
Standard Oil Co. of California v. United States, 128

Table of Cases xv
Tiffany (NJ) Inc. v. Ebay, Inc., 205
Time Warner Cable, Inc. v. DirecTV, Inc., 259–264
Timex Corp., Incase, Inc. v., 73
To-Am Equipment Co., Inc. v. Mitsubishi Caterpillar
Forklift America, Inc., 175–177
Todd v. Montana Siversmiths, Inc., 47
Toeppen, Panavision Int’lv.,15
Topco Assoc., Inc., United States v., 109, 137
Topps Chewing Gum, Inc., Haelan Labs, Inc. v., 235
Tour Costa Rica v. Country Walkers, Inc., 345– 347
Toy Factory, Inc., Staub v., 374
Toys “R” Us, Inc., Hyatt v., 359
Toys “R” Us, Inc. v. Akkaoui, 211
TrafFix Devices, Inc. v. Marketing Displays, Inc.,
218–220
Trailer Leasing Co. v. Associates Commer Corp., 94
Trauner, Cohen & Thomas, LLP, Greco v., 308
Two Pesos, Inc. v. Taco Cabana, Inc., 197
Ultreo, Inc., The Procter & Gamble Co. v., 239–240
Union Leader Corp. v. Newspapers of New England,
Inc., 130
United Foods, Inc., United States v., 256–259
United States, Brown Shoe Co. v., 110
United States, Lever Bros. Co. v., 208
United States, Northern Pacific Railway Co. v., 112,
115, 167
United States, Standard Oil Co. of California v., 128
United States, Standard Oil Co. of New Jersey v., 112
United States, White Motor Co. v., 143

Vistaprint USA, Inc., Asis Internet Services v., 280
Volvo Trucks North Am., Inc. v. Reeder-Simco GMC,
Inc., 134
Waitsv.Frito-Lay,Inc.,236
Walker-Davis Publications, Ames Publishing Co. v.,
243
Wal-Mart Stores, Inc. v. Samara Brothers, Inc., 197
Walus v. Pfizer, Inc., 372
Warner-Lambert Co. v. F.T.C., 243
Weil Ceramics & Glass, Inc. v. Dash, 207
Wells Electronics, Inc., Pfaff v., 53 –55
Western Trimming Crop., The Antioch Co. v., 198
Weyerhaeuser Co. v. Ross-Simmons Hardwood
Lumber Co., 130, 131
Whitehead v. Dycho Co., 378
White Motor Co. v. United States, 143
Widmark v. Northrup King Co., 92
Wileman Brothers & Elliott, Inc., Glickman v., 256,
257, 258
Wilson v. Mobil Oil Corp., 167
Women’s Sportswear Manufacturers Assoc., United
States v., 115
Wu v. Dunkin’ Donuts, Inc., 164–165
wwwpainewebber.com, Paine Webber, Inc. v., 214
Wyeth Laboratories, Inc., Perez v., 378
Yarusso, Bell Sports, Inc. v., 365
Zauderer v. Office of Disciplinary Counsel, 267
Zhejiang Shaoxing Yongli Printing & Dyeing Co.,
Ltd. v. Microflock Textile Group Corp., 347–349
xvi Table of Cases

sion for students to use as a framework for real-life experiences.
This book is designed for both those students who have had a legal environment prere-
quisite and those who are new to the study of business law. Thus, each individual chapter
can stand alone. Students already possessing an understanding of the legal environment or
who have previously taken courses addressing specialized legal topics will benefit from
being able to jump almost immediately into the various marketing law topics covered in
Chapters 2 through 10. For students who are new to the study of business law, Chapter 1
provides a very brief overview of the legal environment of marketing law.
The book covers the following marketing law topics:
• Part Two: Legal Issues Relating to Product Development
• Chapter 2: Protection of Intellectual Property Assets through Patent and Copy-
right Law: This chapter examines two of the four areas of law that protect intellec-
tual property assets: patent law and copyright law.
xvii
• Chapter 3: Protection of Intellectual Property Assets through Trade Secret Law,
Contractual Agreements, and Business Strategies: This chapter addresses the
third area of intellectual property law—trade secrets—as well as the law relating
to the protection of unsolicited ideas, and business strategies for protecting and
maximizing the value of intellectual property assets, including the use of contrac-
tual agreements.
• Part Three: Legal Issues Relating to Product Distribution
• Chapter 4: Antitrust Law: This chapter addresses the major federal antitrust sta-
tutes, horizontal and vertical restraints of trade, monopolization, price discrimina-
tion, and the international implications of antitrust laws.
• Chapter 5: The Franchisor-Franchisee Relationship: This chapter provides an
overview of typical franchise agreements, the types of legal issues that commonly
arise in franchise relationships, and state and federal regulation of franchises.
• Part Four: Legal Issues Relating to Product Promotion
• Chapter 6: Trademark Law: This chapter covers trademark law, including issues
pertaining to international protection of marks and to the use of marks on the

The Discussion Cases are somewhat longer than the cases found in most legal envir-
onment texts. Depending upon how the course is structured and how the text is used,
instructors may assign all or just some of the cases, picking and choosing those that are
most relevant to their own teaching objectives.
xviii Preface
Why the long cases? In my two decades of teaching, I have noticed a trend toward
cases being more and more heavily edited, often with the facts, issue, legal rule, and ana-
lysis being specifically labeled for the students. I am a firm believer in developing the
student’s ability to “brief” cases, which enables the student to acquire the skill of analyz-
ing a court’s reasoning process and to hone his or her own reasoning skills. There is a
real value in a student seeing the factual background of a case and the court’s reasoning
process and to working through the language used by the court. The longer cases pro-
vided within this textbook allow the students to engage in this process.
The Case Illustrations and the Discussion Cases have been selected based upon their
relevance to the function of marketing, their appeal to business students, and their effec-
tiveness in highlighting key legal ideas. Recent cases, including In re Bilski, A.V. v. iPar-
adigms, LLC; Leegin Creative Leather Products v. PSKS, Inc.; and Time Warner Cable,
Inc. v. DirecTV, Inc., have been incorporated to address current legal issues.
Internet and International Coverage
Coverage of international and Internet legal issues are integrated into chapters, as appro-
priate. Scattered throughout the text are numerous Web addresses to websites of particu-
lar relevance to the topics being discussed throughout the book. These sites can be
visited for additional background on topics of particular interest to the reader.
Discussion Questions
At the end of each chapter are several Discussion Questions. Most of these problems are
based on real cases and give the students an opportunity to apply the concepts discussed
in the chapter to real-life scenarios. Case citations for these questions appear in the In-
structor’s Manual.
Supplements
Instructor’s Manual with the Test Bank

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contains over 15,000 databases of information spanning a variety of jurisdictions, practice
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Visit South-Western’s Community website for a wealth of resources to help you deliver
the most effective course possible, including our “Great Ideas in Teaching Business Law”
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topics, research projects, and more.
Acknowledgments
The second edition of The Law of Marketing reflects many comments from colleagues, all of
which are deeply appreciated. In particular, the author would like to thank the following:
Malcolm Abel
Western Carolina University
Craig Andrews
Marquette University
Robert C. Bird
University of Connecticut
Dr. William N. Bockanic
John Carroll University

About the Author
Lynda J. Oswald is a Professor of Business Law and Michael R. and Mary Kay Hallman
Fellow at the Stephen M. Ross School of Business at the University of Michigan. She re-
ceived her A.B., M.B.A., and J.D. degrees from the University of Michigan. While at the
Michigan Law School, she served on the editorial board of the Michigan Law Review.
She clerked for the Honorable Cornelia G. Kennedy of the U.S. Court of Appeals for the
Sixth Circuit before joining the faculty of the Ross School of Business in 1988. Professor
Oswald is also a Past President of the Academy of Legal Studies in Business, and served on
its Executive Committee from 2003 to 2008.
Professor Oswald has received numerous awards f or her research, including the H oeber
Memorial Award and the Holmes-Cardozo Award for Research Excellence from the Amer-
ican Business Law Journal. Her work has been cited by numerous courts, including the
U.S. Supreme Court in United States v. Bestfoods.
Professor Oswald is currently the Editor of the Michigan Real Property Review.Shehas
served as the Louis and Myrtle Moskowitz Research Professor of Law and Business and
as a Contributing Editor to the Real Estate Law Journal, as well as serving as a special edi-
tor for the American Business Law Journal and the Journal of Legal Studies Education.She
has also served as a Contributing Editor of Environmental Law for the Real Estate Law
Journal.
Professor Oswald has taught at the University of Florida Law School and the University
of Michigan Law School. She was a visiting scholar at China University of Political Science
and Law in Beijing, PRC, and at Lviv State University in Lviv, Ukraine; a visiting professor
at the University of Sydney in Sydney, Australia; and a Visiting Professor of Law at the
Hopkins-Nanjing Center in Nanjing, PRC.
xxi
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PART 1
Introduction to Marketing Law
Chapter 1
Overview of the Legal Environment of Marketing Activities