Ambush marketing : game within a game / Arul George Scaria.

By:

Scaria, Arul George [author.]

Material type: Text

TextPublisher: New Delhi : Oxford University Press, 2008Description: xvii, 217 pages ; 24 cmContent type:

text

Media type:

unmediated

Carrier type:

volume

ISBN:

0195693078
9780195693072

Subject(s):

DDC classification:

658.8 22

LOC classification:

HD59.35+

Contents:

The long road from trade marks to sponsorship -- Definition, extent, and effects of ambush marketing -- Ambush marketing and the traditional legal measures -- Changing times and changing resolutions -- Boundaries of anti-ambush marketing : the role of constitutional and competition law.

Summary: "This 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."--BOOK JACKET.

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Holdings
Item type	Current library	Call number	Copy number	Status	Date due	Barcode
Book	City Campus City Campus Main Collection	658.8 SCA (Browse shelf(Opens below))	1	Available		A428598B

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Includes bibliographical references (pages 203-210) and index.

"This 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."--BOOK JACKET.

Machine converted from AACR2 source record.

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