Laws usually are established after interpersonal or business activities collide with the real or perceived rights of others. After parties with different positions fight about who’s right and who’s wrong, legislatures create laws to solve the legal issues raised, and courts enforce them or create their own (Miranda rules, for example). Many laws from the past, however, do not make sense when applied to e-commerce. This column addresses antitrust laws that make sense when selling traditional goods, but fall short in the e-commerce environment.
Marketers’ Focus for 2016: Digital Tactics That Help Acquire, Convert, Retain Customers