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| ESSENTIAL LAW FOR MARKETERS
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To order this title, and for more information, click here
By
Ardi Kolah, BA, LL.M, FCIM, FIPR, FRSA Chartered Marketer, Master of Laws (LLM), Director of the Institute of Public Relations, Fellow of the Chartered
Institute of Marketing, Chartered Marketer and Fellow of the Royal Society of Arts. One of Europe's leading marketing and communication
practitioners.
Description
'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.
Audience
CIM (professionals and students); Marketing managers; Brand managers, Advertising professionals; PR professionals; Direct marketing professionals;
Media/journalists; Business studies undergraduate and postgraduate students.
Contents
Foreword by Malcolm McDonald; Introduction; Making agreements in marketing; Making claims and statements in marketing; Liability for defective
products; Intellectual property rights; Copyright; Data protection; Defamation; Advertising and labelling; Broadcasting; Licensing and
mechandising; Sponsorship and hospitality; Promotions and incentives; Lobbying; Cybermarketing; Niche marketing; Ambush marketing; Appendix:
useful sources of information.
| Bibliographic details |
Paperback, 424 pages, publication date: JUL-2002
ISBN-13: 978-0-7506-5500-2
ISBN-10: 0-7506-5500-3
Imprint: BUTTERWORTH HEINEMANN
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| Price and Ordering |
Price:
EUR 49.95
USD 57.95
GBP 36.99
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Books and book related electronic products are priced in US dollars (USD), euro (EUR), and Great Britain Pounds (GBP). USD prices apply to the Americas and Asia Pacific. EUR prices apply in Europe and the Middle East. GBP prices apply to the UK and all other countries.
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076/734
Last update: 3 Oct 2009
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