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Essential Law for Marketers
Elsevier Science and Technology, July 2002, Pages: 424
'Essential Law for Marketers' offers clear and concise explanations of the laws that impact on the practice of marketing, advertising, sponsorship, design and public relations, providing expert guidance on crucial issues for the busy practitioner.
Each chapter in the book offers, in simple English, full analysis of the law on each subject, and illuminates it with numerous examples and cases taken from current industry practice. It also offers helpful tips and suggestions for 'keeping it legal' without losing sight of the overall commercial objectives.
Uniquely written from the practitioner's point of view, the text is structured to offer a complete and accessible picture of how the law can impinge on the job:
- 'Point of law' offers clear legal definitions or shows the generic application of a legal point in a real life context
- 'Law in action' outlines actual legal cases and their outcomes, with full referencing for the case available on the companion site
- 'Insight' offers background information, providing a broader practical or commercial context for a legal topic
- 'Checklist' at end of each chapter itemises the key issues to bear in mind
Essential Law for Marketers covers all the key issues facing those working in the media. From making claims and statements, copyright, defamation, promotion and advertising, through to lobbying, cybermarketing and ambush marketing, it is an invaluable reference guide for anyone working within the sector. It also functions as an excellent learning resource for all marketing students who need to appreciate the legal implications of industry practice.
- Clear, comprehensive and accessible guidance on the legal issues facing practitioners in marketing and the media
- Structured approach, with legal theory interspersed with practical illustrations and real life cases to aid understanding
- Full legal referencing of cases cited, as well as additional information and resources, available on the companion site, www.bh.com/companions/0750655003
Foreword by Malcolm McDonald
Making agreements in marketing
Making claims and statements in marketing
Liability for defective products
Intellectual property rights
Advertising and labelling
Licensing and mechandising
Sponsorship and hospitality
Promotions and incentives
Appendix: useful sources of information.
Ardi Kolah holds a post graduate masters degree in law from King's College, London and is the author of the best selling Essential Law for Marketers, published by Butterworth Heinemann. A Director of the European Sponsorship Consultants Association (ESCA) and a winner of the Hollis Award 2003 for best use of sponsorship, he is a prolific author on sports sponsorship with titles including: 1997:Measuring Successful Sponsorship (FT Media) 1999:Maximising the Value of Sports Sponsorship (FT Media) 2001: How to Develop an Effective Sponsorship Programme (SportBusiness Group) 2001: How to Develop Effective Hospitality Programmes (SportBusiness Group) 2001: How to Develop Effective Naming Rights Strategies (SportBusiness Group) 2002:Maximising Revenues from Licensing and Merchandising (SportBusiness Group) 2003:Maximising the Value of Sponsorship (SportBusiness Group) 2003:Maximising the Value of Hospitality (SportBusiness Group) 2004:Improving the Performance of Sponsorship (Butterworth Heinemann) Ardi is a Fellow of the Chartered Institute of Marketing, a Fellow of the Institute of Public Relations and a Fellow of the Institute of Sales and Marketing Management. He has over 15 years marketing, public relations and sponsorship experience. His clients come from the private and public sectors and include the Royal Navy, Proctor & Gamble, creativebrief and Clear Capital. He is also in demand as a trainer by the CIM, IPR and the Management School, London. Ardi is a visiting lecturer at The Judge Institute, Cambridge University and the Oxford College of Marketing, Oxford.