Essential Law for Marketers

Chapter - 00: Introduction; Chapter - 01: Making agreements; Chapter - 02: Making statements in sales and marketing; Chapter - 03: Legal barriers to market entry; Chapter - 04: Legal requirements for sales and marketing activities; Chapter - 05: Law as a weapon for competitive sales and marketing advantage; Chapter - 06: Direct marketing and direct selling; Chapter - 07: The EU Privacy and Electronic Communications Regulations; Chapter - 08: Sales and price promotions; Chapter - 09: Prize promotions and incentives; Chapter - 10: Sponsorship and hospitality

Ardi Kolah

"The marketing world is beset with both legal restrictions and great opportunities. Here is the jargon free, concise and straightforward advice required to navigate a successful path... and made a fun read with the help of some great cartoons!" Andrew Marsden, Chairman of the UK Advertising Standards Authority Code Review "Within the context of digital and m-marketing, having a strong grip on the shifting legal and regulatory framework across the European Union is vital. This book, written by a leading authority, provides an invaluable reference for all agencies working in this space and is written in a highly accessible way." Dusan Hamlin, Joint CEO, M&C Saatchi Mobile "This may well be the book that saves your career. It should be compulsory reading for anyone braving today's wide open world of PR and marketing." David Gallagher, Senior Partner/CEO Europe, Ketchum Pleon "Readable, relevant and instructive, Guru in a Bottle is an excellent guide through the legal maze which creates the selling and marketing opportunities and pitfalls of operating in today's global marketplace. I highly recommend it." Sir Dominic Cadbury, Chancellor of Birmingham University "All too often, marketers make crucial decisions without being aware of the legal issues involved. This book can change that. It is an essential guide by one of the leading experts in the field." Professor Jaideep Prabhu, Judge Business School, Cambridge University "Ardi Kolah is to be congratulated on this work, which brings to his subject a clear and coherent structure and some crisp and accurate explanations. Each of the different kinds of marketing activity its readers will be undertaking has its own chapter. At the same time, the book also manages to cover the use of design rights and other intellectual property rights to gain and preserve market share. The book's account of the relevant legal rules is organised logically and simply, using language that is easy to understand. I am confident this second