Ambush Marketing: Game Within a Game

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9780195693072: Ambush Marketing: Game Within a Game

In the contemporary world many corporate entities pour in huge sums of money to sponsor popular sports and cultural events with the aim of promoting their brands and products exclusively. Increasingly, however, they find themselves outwitted by ambush marketing--ingenious and innovative ways used by rivals to associate their brands with a particular event and derive enormous gains, but without paying sponsorship fees. Event organizers, including major international committees and governments, view this phenomenon as a threat, because they rely heavily on sponsors to finance events.

This unique book explores how the highly competitive, yet self-confident, world of business promotion and advertising has been shaken by ambush marketing. Using examples from around the world, it surveys the different ambush marketing practices prevalent today. It shows the limitations of traditional legal measures such as actions for passing off, and infringement of trademarks and copyright in dealing with such activity.

The author offers insights into possible solutions to the problem and includes an extensive discussion on the significance of event-specific anti-ambush marketing legislation. Widening the scope of the discussion, he goes on to examine whether placing restrictions on ambush marketing would be valid in the context of competition law and whether any constitutional rights may end up being violated.

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About the Author:


Arul George Scaria is a CSIR-NIF Fellow at the National Innovation Foundation, Ahmedabad. He was formerly Advocate, High Court of Kerala.

"Sobre este título" puede pertenecer a otra edición de este libro.

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Scaria, Arul George
Editorial: Oxford University Press 1899-12-30 (1899)
ISBN 10: 0195693078 ISBN 13: 9780195693072
Usado Cantidad: 2
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Bellwetherbooks
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Descripción Oxford University Press 1899-12-30, 1899. Estado de conservación: Very Good. 0195693078 Very Good Condition and Unread! Text is clean and unmarked! Light shelf wear to cover from storage, bruise/crease. --Be Sure to Compare Seller Feedback and Ratings before Purchasing-- Has a small black line on bottom/exterior edge of pages. Tracking is not available for orders shipped outside of the United States. **Heavier books will require additional postage for International** PA Sales Tax is included in purchase price. Nº de ref. de la librería OX39HC10OCT-VG-0195693078

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Arul George Scaria
Editorial: Oxford University Press, USA (2008)
ISBN 10: 0195693078 ISBN 13: 9780195693072
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Descripción Oxford University Press, USA, 2008. Hardcover. Estado de conservación: Used: Very Good. Nº de ref. de la librería SONG0195693078

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Arul George Scaria
ISBN 10: 0195693078 ISBN 13: 9780195693072
Usado Cantidad: 1
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Descripción Estado de conservación: Acceptable. Book Condition: Acceptable. Nº de ref. de la librería 97801956930725.0

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Arul George Scaria
ISBN 10: 0195693078 ISBN 13: 9780195693072
Usado Cantidad: 1
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Castle Rock
(Pittsford, NY, Estados Unidos de America)
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Descripción Estado de conservación: Very Good. Book Condition: Very Good. Nº de ref. de la librería 97801956930723.0

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