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9780750655002

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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 This book is a must for all marketers. How many times have you heard that and then been disappointed with your purchase? This book will not disappoint. Whatever your circumstances, an awareness of the law and how it relates to your role and function is essential. Yet if most marketers were asked to answer questions on the specialist subject of 'marketing and the law', it is unlikely they would get more than a couple of correct answers! Ignorance is no excuse, and can cost dearly in legal action or damage to brand reputation. However, help is now at hand. Ardi Kolah has produced an unrivalled book to guide marketers through the somewhat bewildering array of legislation that impacts on their role... To my knowledge this is the only book to comprehensively tackle how the law affects marketing practice. It really does cover everything you need to know. If you've ever wondered where you stand with regard to liability for defective products, copyright, data protection, defamation, advertising and labelling, licensing and merchandising, sponsorship and hospitality, promotions and incentives, lobbying, cyber marketing, ambush marketing, and the increasingly vital intellectual property rights, then you really should read this book. Kolah conveys his expert knowledge and the various laws in an accessible manner. Excellent, up-todate cases illustrate the points superbly. Kolah is to be congratulated for addressing, so comprehensively, the real need for marketing practitioners to understand the legal implications of their actions. And he has achieved it in an extremely lucid and accessible manner. With the marketer and their activities taking centre stage in this publication practitioners will find this book an invaluable resource for many years to come. - John Ling, Marketing Business July/Aug 02, CIMA.

Author 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.

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