Trademarks, Brands, and Competitiveness (Paperback)

This book examines trademarks and brands, and their historical role in national competitive and comparative advantage and in overall economic growth. The contributors provide an historical account of the contribution of brands in consumer goods to economic growth; examine the development of trademark law, its influence on brand strategy, and reciprocally the influence of strategy on the law; and look at the building and repositioning of individual brands as example of the interplay of law and strategy. Brands and trademarks are usually discussed from the perspective of marketing. This book draws together scholars and practitioners not only from marketing, but also from business history, law, economics, and economic history to provide a richer understanding of trade marks and competitiveness than has hitherto been available.

General

Imprint:	Routledge
Country of origin:	United Kingdom
Series:	Routledge International Studies in Business History
Release date:	June 2013
First published:	2010
Editors:	Teresa Da Silva Lopes • Paul Duguid
Dimensions:	229 x 152 x 15mm (L x W x T)
Format:	Paperback
Pages:	270
ISBN-13:	978-0-415-63573-8
Categories:	Books > Humanities > History > History of specific subjects > Economic history Books > Law > Laws of other jurisdictions & general law > Financial, taxation, commercial, industrial law > Commercial law Books > History > History of specific subjects > Economic history Promotions
LSN:	0-415-63573-X
Barcode:	9780415635738

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