'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: < LI> 'Point of law' offers clear legal definitions or
shows the generic application of a legal point in a real life
context< LI> 'Law in action' outlines actual legal cases and
their outcomes, with full referencing for the case available on the
companion site< LI> 'Insight' offers background information,
providing a broader practical or commercial context for a legal
topic< LI> 'Checklist' at end of each chapter itemises the
key issues to bear in mindEssential 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.SOME LEADING ENDORSEMENTS:
"Few marketers have a full grasp of the law andlegal matters rarely
feature in marketing training. They will be grateful to Ardi Kolah
for bringing English law into the marketing context in such a
straightforward manner. An admirable introduction." - Professor Tim
Ambler, London Business School"Essential Law for Marketers is a
seminal work on the subject. Agencies and clients can more
effectively manage their marketing and communication activities by
taking on board the information and lessons contained in this
excellent book." - Raoul Pinnell, VP Global Brands &
Communications, Shell International Petroleum Company"This book
really is essential reading for all marketers and indeed for all
general managers. It fills a major gap in the market and its many
examples give a very practical guide to the intricacies of legal
rights and responsibilities." - Sir Paul Judge, Judge Institute of
Management, Cambridge University"Comprehensive, well written and
easy to read. All the marketer ever needed to know about the legal
and regulatory frameworks. A truly essential guide which I would
recommend unreservedly." - Claire Watson, Director General, The
Marketing Society"A clear and easy to use approach to marketing law
... As a small business it gives me the courage to make certain
decisions without the immediate advice of a lawyer." -Cameron
Leslie, Managing Director, Fabric"If you want to know the
essentials of marketing law, then you'll find them here - an
immensely valuable read..." - Commodore Richard Leaman OBE,
Director of Communications, Royal Navy "Essential Law for Marketers
is essential reading for all students and professionals of
marketing. Packed with examples and written specifically for a
marketing audience, it is the mostcomprehensive work on the subject
and we're delighted to recommend it as an approved CIM text book to
all our members." - Mike Detsiny, Chartered Institute of
Marketing"Essential Law for Marketers is a timely and thorough
guide to the current legislation that affects the practice of
marketing ... Clear and concise, the book provides essential
references and real-life examples to cover every marketing
situation." - Tess Harris, Worshipful Company of Marketors"Ardi
Kolah's legal knowledge and his insight into marketing strategy
combine to set the industry standard. This book will appeal not
just to marketers but to everyone involved in brand marketing and
communication." - Ian Wright, Group Communications Director, Diageo
Plc"Understanding the law has become strategically important to the
practice of modern communication . Ardi Kolah presents the
authoritative work on the subject, providing practical advice on
how to integrate the communications power of the law into marketing
and PR campaigns." - Chris Genasi, Director of Strategy, Weber
Shandwick "This is an extremely useful book . Students of CIM and
CAM will find this a painless overview of a topic which could bring
them grief. Thanks to this book, they are less likely to be caught
out in a legal difficulty over marketing." - Jeremy Baker MBA
(Harvard), London Guildhall University"Essential Law for Marketers
is required reading for anyone involved in sponsorship management
and practice." - Stephen Proctor, Founder, Sports Marketing Surveys
"It's a very good read. It's clear, simple and straightforward and
you don't have to be a lawyer to understand it. The title sums it
up - it's essential reading!" - Richard Forbes-Robertson,
CEO,Phosphorus"Ardi Kolah is one of the industry's most
accomplished public relations and marketing practitioners and has
produced a well written and easy to understand guide to the law ...
I've no doubt the book will become the standard reference work on
the subject." - Colin Farrington, Director General, Institute of
Public Relations"Ignorance is no excuse - its every marketer's
responsibility to understand how the law affects them. Covering
everything from cookies to copyright; data protection to defamation
and lobbying to libel, Essential Law for Marketers is a unique and
comprehensive reference of all these areas. If you want to avoid
visits from trading standards, brushes with the Advertising
Standards Authority, litigation or worse...you must read this
book." - Ian Hunter, Marketing Director, Fujitsu Services"If you
want an intelligent overview of the application of the law for
marketers, then this is it. It should have been around years ago
..." - Andrew Marsden, Category Director, Britvic Soft Drinks"This
book is a definitive guide, for busy marketers, of the potential
minefield of legal issues that they must navigate during the course
of performing their job." - Paul van Barthold, Managing Director,
BLM Media"Ardi Kolah's Essential Law for Marketers has been written
with the legal virgin in mind ... This book is full of practical
tips and suggestions that will also be relevant to the seasoned
campaign director and is sure to prove essential reading for anyone
in the advertising industry who needs to get up to speed with this
complex area." - Claire Beale, Deputy Editor, Campaign"When
building a business the last distraction you want is the legal
implications of managing andpromoting your brands. Few agencies are
always on top of the type of detail you need to know about to stay
on the right side of the law and ensure you don't damage the brand
... This book is an essential guide to law, written for the
marketer and is both interesting to read (amazingly) and has the
right level of detail." - Charles Fallon, Partner, Strategy &
Investment Partners LLP and former Director, Saatchi & Saatchi
Advertising UK"With its readable style and lively use of business
examples, Essential Law for Marketers should find a home in the
bookcase of all practitioners of the black arts of business
communications." - Andy Smith MCIJ MIPR, President, Chartered
Institute of Journalists"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.....' - Professor Merlin Stone
and Bryan Foss, IBM Financial Services Sector
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