Essential Law for Marketers [Paperback]

Ardi Kolah BA LL.M FCIM FIPR FRSA Chartered Marketer (Author)

Book Description

Publication Date: October 8, 2002 | ISBN-10: 0750655003 | ISBN-13: 978-0750655002 | Edition: 1st

'Essential Law for Marketers' offers clear and concise explanations of the laws that impact on the practice of marketing, advertising, sponsorship, design and public relations, providing expert guidance on crucial issues for the busy practitioner.


Each chapter in the book offers, in simple English, full analysis of the law on each subject, and illuminates it with numerous examples and cases taken from current industry practice. It also offers helpful tips and suggestions for 'keeping it legal' without losing sight of the overall commercial objectives.

Uniquely written from the practitioner's point of view, the text is structured to offer a complete and accessible picture of how the law can impinge on the job:

* 'Point of law' offers clear legal definitions or shows the generic application of a legal point in a real life context
* 'Law in action' outlines actual legal cases and their outcomes, with full referencing for the case available on the companion site
* 'Insight' offers background information, providing a broader practical or commercial context for a legal topic
* 'Checklist' at end of each chapter itemises the key issues to bear in mind

Essential Law for Marketers covers all the key issues facing those working in the media. From making claims and statements, copyright, defamation, promotion and advertising, through to lobbying, cybermarketing and ambush marketing, it is an invaluable reference guide for anyone working within the sector. It also functions as an excellent learning resource for all marketing students who need to appreciate the legal implications of industry practice.

* Clear, comprehensive and accessible guidance on the legal issues facing practitioners in marketing and the media
* Structured approach, with legal theory interspersed with practical illustrations and real life cases to aid understanding
* Full legal referencing of cases cited, as well as additional information and resources, available on the companion site, www.bh.com/companions/0750655003

Editorial Reviews

Review

"A seminal work on the subject." - Raoul Pinnell, VP Global Brands & Communications, Shell International Petroleum Company

"Essential reading for all marketers and indeed for all general managers." - Sir Paul Judge, Judge Institute of Management, Cambridge University

"This book is not only relevant but easy to read and use. No marketing practitioner working in Britain should be without [it]." - Dr Rafael Gomez, Interdisciplinary Institute of Management, London School of Economics

"This book is a must for all marketers. How many times have you heard that and then been disappointed with your purchase? This book will not disappoint.

Whatever your circumstances, an awareness of the law and how it relates to your role and function is essential. Yet if most marketers were asked to answer questions on the specialist subject of 'marketing and the law', it is unlikely they would get more than a couple of correct answers! Ignorance is no excuse, and can cost dearly in legal action or damage to brand reputation. However, help is now at hand.

Ardi Kolah has produced an unrivalled book to guide marketers through the somewhat bewildering array of legislation that impacts on their role.... To my knowledge this is the only book to comprehensively tackle how the law affects marketing practice.

It really does cover everything you need to know. If you've ever wondered where you stand with regard to liability for defective products, copyright, data protection, defamation, advertising and labelling, licensing and merchandising, sponsorship and hospitality, promotions and incentives, lobbying, cyber marketing, ambush marketing, and the increasingly vital intellectual property rights, then you really should read this book.

Kolah conveys his expert knowledge and the various laws in an accessible manner. Excellent, up-todate cases illustrate the points superbly.

Kolah is to be congratulated for addressing, so comprehensively, the real need for marketing practitioners to understand the legal implications of their actions. And he has achieved it in an extremely lucid and accessible manner.

With the marketer and their activities taking centre stage in this publication practitioners will find this book an invaluable resource for many years to come." - John Ling, Marketing Business July/Aug 02, CIMA.

About the Author

Ardi Kolah holds a post graduate masters degree in law from King's College, London and is the author of the best selling Essential Law for Marketers, published by Butterworth Heinemann. A Director of the European Sponsorship Consultants Association (ESCA) and a winner of the Hollis Award 2003 for best use of sponsorship, he is a prolific author on sports sponsorship with titles including: 1997:Measuring Successful Sponsorship (FT Media) 1999:Maximising the Value of Sports Sponsorship (FT Media) 2001: How to Develop an Effective Sponsorship Programme (SportBusiness Group) 2001: How to Develop Effective Hospitality Programmes (SportBusiness Group) 2001: How to Develop Effective Naming Rights Strategies (SportBusiness Group) 2002:Maximising Revenues from Licensing and Merchandising (SportBusiness Group) 2003:Maximising the Value of Sponsorship (SportBusiness Group) 2003:Maximising the Value of Hospitality (SportBusiness Group) 2004:Improving the Performance of Sponsorship (Butterworth Heinemann) Ardi is a Fellow of the Chartered Institute of Marketing, a Fellow of the Institute of Public Relations and a Fellow of the Institute of Sales and Marketing Management. He has over 15 years marketing, public relations and sponsorship experience. His clients come from the private and public sectors and include the Royal Navy, Proctor & Gamble, creativebrief and Clear Capital. He is also in demand as a trainer by the CIM, IPR and the Management School, London. Ardi is a visiting lecturer at The Judge Institute, Cambridge University and the Oxford College of Marketing, Oxford.

Product Details

• Paperback: 424 pages
• Publisher: Butterworth-Heinemann; 1st edition (October 8, 2002)
• Language: English
• ISBN-10: 0750655003
• ISBN-13: 978-0750655002
• Product Dimensions: 9.6 x 7.4 x 1.2 inches
• Shipping Weight: 1.9 pounds (View shipping rates and policies)
• Average Customer Review: 4.8 out of 5 stars  See all reviews (16 customer reviews)
• Amazon Best Sellers Rank: #4,448,748 in Books (See Top 100 in Books)

More About the Author

Ardi Kolah is a prolific author and one of the most respected marketing and communication practitioners in the world. He holds a master's degree in law and is a fellow of the Chartered Institutes of Marketing and Public Relations and a Liveryman of the Worshipful Company of Marketors. His unique approach has made Guru in a Bottle extremely popular throughout Europe, the USA and India.

Customer Reviews

Most Helpful Customer Reviews

5.0 out of 5 stars Cranfield School of Management, June 4, 2002

By 

Ardi Kolah (London Great Britain) - See all my reviews
(REAL NAME)   

This review is from: Essential Law for Marketers (Paperback)

I have known and worked with Ardi Kolah for a number of years and have found no one with such an in-depth understanding of the legal side of marketing.

In today's highly litigious society, knowledge of what is permissible in marketing is essential, even more so given the complex regulatory framework in which organisations operate today.

This book is well written, easy to understand and is a must for any truly professional marketer.

5.0 out of 5 stars University College, London, June 4, 2002

By 

Ardi Kolah (London Great Britain) - See all my reviews
(REAL NAME)   

This review is from: Essential Law for Marketers (Paperback)

I have known Ardi Kolah since he was an outstanding post graduate law student here at University College London. On the basis of that contact I am sure that Essential Law for Marketers is an exceptional book in terms of its content and clarity of writing. It is important that such a book be read by all law students who are interested in working within the creative industries and those who need a robust introduction to the way in which law has influenced this important sector.

5.0 out of 5 stars IBM, June 4, 2002

By 

Ardi Kolah (London Great Britain) - See all my reviews
(REAL NAME)   

This review is from: Essential Law for Marketers (Paperback)

Ardi Kolah has captured many of the substantial legal issues that marketers could face as regulation and compliance standards increase. This book offers clear explanations of relevant law, with examples and practical advice for maintaining marketing momentum.....