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Essential Law for Marketers [electronic resource].
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| 자료유형 | E-Book |
|---|---|
| 개인저자 | Kolah, Ardi. |
| 서명/저자사항 | Essential Law for Marketers[electronic resource]. |
| 발행사항 | London : Kogan Page, 2013. |
| 형태사항 | 1 online resource (376 p.) |
| 총서사항 | Guru in a Bottle |
| ISBN | 9780749464516 (electronic bk.) 0749464518 (electronic bk.) |
| 일반주기 |
Legal framework: the UK and the European Union.
|
| 내용주기 | About the author; About the editor; Foreword; by Jonathan Coad, Partner, Lewis Silkin; Introduction; The law as it applies to England and Wales; About Guru in a Bottle짰; 1 Making agreements; Introduction; Negotiation; Heads of terms; Use of standard terms of business; Relevant statutory framework for sale of goods, services or goods and services; Marketing agency agreement; Distributorship agreement; Website contract; Remedies available for breach of contract; Misrepresentation; References; 2 Making statements in sales and marketing; Introduction; Definitions of tortious liability. Distinction between contract and tortRemedies in contract not available in tort; Negligent misstatements; Misrepresentation made in sales and marketing contracts; Fraudulent misrepresentation; Negligent misrepresentation; Innocent misrepresentation; Remedies for misrepresentation; Defamation; Remedies for defamation; Tort of malicious falsehood; References; 3 Legal barriers to market entry; Introduction; Design rights as a barrier to market entry; Trademark as a barrier to market entry; Passing-off action as a barrier to market entry; Copyright as a barrier to market entry. Generic top-level domains (gTLDs) as a barrier to market entryReferences and further reading; 4 Legal requirements for sales and marketing activities; Introduction; ICC Consolidated Code for Advertising and Marketing Communications Practice (2011); EU Consumer Rights Directive 2011; Consumer Protection from Unfair Trading Regulations (CPRs) 2008; Business Protection from Misleading Marketing Regulations (BPRs) 2008; Advertising Standards Authority (ASA) CAP and BCAP Codes; ASA regulation of marketing activities on websites. Protection of children and young people from sales and marketing exploitationReferences and further reading; 5 Law as a weapon for competitive sales and marketing advantage; Introduction; The UK and EU advertising regime; Comparative advertising as a weapon for achieving sales and marketing advantage; Product placement on television as a weapon for achieving sales and marketing advantage; References and further reading; 6 Direct marketing and direct selling; Introduction; Data Protection Act 1998; Conducting an internal audit to ensure compliance with the DPA 1998; E-mail marketing. Proximity and m-marketingDistance selling; Future reform of data protection regulation in the EU; References and further reading; 7 The EU Privacy and Electronic Communications Regulations; Introduction; Background to the Privacy and Electronic Communications (EC Directive) (Amendment) Regulations 2011; Implementation of the 'Cookie Directive' in the UK; Modification to the law of privacy as a result of the 2011 Regulations; Online advertising and marketing; References; 8 Sales and price promotions; Introduction; Discounts and other special offers. |
| 요약 | This completely updated and revised edition of the bestselling book in its field helps you to understand the basic legal principles applied in England and Wales that impact on your work in sales and marketing. We'll give you the confidence to make authoritative statements online and offline, and comply with legal requirements in sales and marketing practice. You'll understand the implications of EU laws and regulations, and how to prevent legal barriers stifling competition in your market segment. Jargon free, accessible, no detailed knowledge required, signposts the reader to all the. |
| 일반주제명 | Marketing -- Law and legislation -- European Union countries. Marketing -- Law and legislation -- England. Marketing -- Law and legislation -- Wales. Sales -- England. Sales -- Wales. Marketing -- Law and legislation -- European Union countries. LAW / Military. |
| 언어 | 영어 |
| 기타형태 저록 | Print version:Kolah, ArdiEssential Law for MarketersLondon : Kogan Page, c20139780749464509 |
| 대출바로가기 | http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=505801 |
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| No. | 등록번호 | 청구기호 | 소장처 | 도서상태 | 반납예정일 | 예약 | 서비스 | 매체정보 |
|---|---|---|---|---|---|---|---|---|
| 1 | WE00002097 | 343.4208 | 가야대학교/전자책서버(컴퓨터서버)/ | 대출가능 |
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