'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

Without a doubt, sponsorship is one of the most powerful promotional tools we have in the business of brand creation, brand recognition, and ultimately increasing sales. Moreover, brokering sponsors is a significant business in and of itself, something we often overlook. Considering sponsorship is a $50 billion a year market--and growing--marketers and students of business ignore its potential at the risk of missing hugely lucrative opportunities. To fail to understand sponsorship is to fail to understand marketing. If you're looking for an introduction to this topic, most books available only address sports sponsorship: the largest section of the market perhaps, but by no means the only one. Kolah's Improving the Performance of Sponsorship is a guide that examines all types of sponsorship, clearly explaining and defining its mechanics, advising on how to select the right properties, how to sell sponsorship, ethical issues, measurement and key legal principles. This book is all keen marketers will need for a thorough understanding of how sponsorship works.

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 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.

Without a doubt, sponsorship is one of the most powerful promotional tools we have in the business of brand creation, brand recognition, and ultimately increasing sales. Moreover, brokering sponsors is a significant business in and of itself, something we often overlook. Considering sponsorship is a $50 billion a year market--and growing--marketers and students of business ignore its potential at the risk of missing hugely lucrative opportunities. To fail to understand sponsorship is to fail to understand marketing. If you're looking for an introduction to this topic, most books available only address sports sponsorship: the largest section of the market perhaps, but by no means the only one. Kolah's Improving the Performance of Sponsorship is a guide that examines all types of sponsorship, clearly explaining and defining its mechanics, advising on how to select the right properties, how to sell sponsorship, ethical issues, measurement and key legal principles. This book is all keen marketers will need for a thorough understanding of how sponsorship works.