| Description |
xxv, 677 pages : illustrations ; 24 cm |
| Contents |
1. Introduction to 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. Competition Law -- 13. Collusive Conduct -- 14. Misuse of Market Power -- 15. Mergers -- 16. Resale Price Maintenance -- 17. Exclusive Dealing -- 18. Franchising -- 19. e-Marketing |
| Summary |
This book 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 |
| Notes |
Previous ed.: Sydney : LexisNexis, 2006 |
| Bibliography |
Includes bibliographical references and index |
| Subject |
Marketing -- Law and legislation -- Australia.
|
| Author |
Bender, Mark, author
|
|
Sweeney, Brendan J., author
|
| ISBN |
9780409327434 (paperback) |
|
