Essential Law for Marketers / Edition 2 available in Paperback
- Pub. Date:
- Kogan Page, Ltd.
'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.
About the Author
Ardi Kolah is an accomplished author and speaker on sales & marketing and is ranked as one of the top 50 marketing gurus in the world by the Chartered Institute of Marketing alongside Philip Kotler, Seth Godin, Malcolm Gladwell, and Martin Lindstrom. Throughout his career, he has worked extensively with small and medium sized businesses to enhance results from their sales and marketing activities. He is an Advisor to the UK Government’s Business Secretary of State and has also worked with the BBC as a producer/reporter on news and current events.
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.