Marketing and the Law, 5th edition

Now on its 5th edition, this book offers practical advice on the law affecting marketing decisions and explains how the law can be used to obtain a competitive advantage in the marketplace.

Book
AUD$ 135.00
Quantity
In Stock
Release Date:
ISBN/ISSN: 9780409338355

Product description

Marketing and the Law, 5th edition  by Brendan Sweeney, Mark Bender and Nadine Courmadias adopts the viewpoint of the marketer and follows a marketing decision-making sequence rather than traditional legal classifications. While dealing with laws which impose controls over the activities of marketers, the book also explains how the law can be used to obtain a competitive advantage in the marketplace. Real-world case studies and clear explanations make the material accessible for students and marketing practitioners alike. This new edition has been updated to reflect the latest developments in the Australian Consumer Law and is generously illustrated with case examples, tables, flow-charts and diagrams.

Features

     •     real-world case studies and clear explanations make the material accessible for students and marketing practitioners alike
     •     generously illustrated with case examples, tables, flow-charts and diagrams

Featured authors

Table of contents


  1. Introduction to the Australian Legal System and the Law of Marketing

  2. Protecting Inventive Ideas

  3. Protecting Commercial Secrets

  4. Protecting Copyright Material

  5. Protecting Commercial Designs

  6. Trade Designations: Passing Off and Unfair Trading

  7. Trade Designations: Registration of Trade Marks

  8. Product Packaging and Labelling

  9. Product Liability

  10. Advertising

  11. Selling Techniques

  12. Introduction to Competition Law

  13. Collusive Conduct

  14. Misuse of Market Power

  15. Mergers

  16. Resale Price Maintenance

  17. Exclusive Dealing

  18. Franchising

  19. e-Marketing and e-Commerce