1st Edition

Essential Law for Marketers





ISBN 9780750655002
Published September 23, 2002 by Routledge
444 Pages

USD $66.95

Prices & shipping based on shipping country


Preview

Book 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.

Table of 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.

...
View More

Reviews

A seminal work on the subject.
Raoul Pinnell, VP Global Brands & Communications, Shell International Petroleum Company

Essential reading for all marketers and indeed for all general managers.
Sir Paul Judge, Judge Institute of Management, Cambridge University

This book is not only relevant but easy to read and use. No marketing practitioner working in Britain should be without [it].
Dr Rafael Gomez, Interdisciplinary Institute of Management, London School of Economics

a must for all marketers. How many times have you heard that and then been disappointed with your purchase? This book will not disappoint.
John Ling, Marketing Business July/Aug 02, CIMA.

Support Material

Ancillaries

  • Instructor Resources

    Lecturers can use this page to gain access to the free supplementary resources. If you do not have a password yet, please complete the simple form and we will be in touch.

    Please note: This website's content has been acquired from Elsevier by Taylor & Francis. If your username and/or password no longer works, please re-register and we will supply you with a new one.