3 Review(s)

Targeting export-oriented companies planning to market and sell to Europe, Essential Law for Marketers makes the potential minefield of EU and UK laws comprehensible, and looks at English and European Union core legal principles as they impact the business of sales and marketing in a way that is rarely present in standard legal books on the market. Without jargon, Ardi Kolah-- global marketing expert and holder of an international master's degree in law--covers: the typical type of contracts and agreements in sales and marketing; how to make statements in sales and marketing to ensure compliance with current EU and UK practice; legal barriers to market entry including intellectual property rights; legal requirements for sales and marketing activities; using the law as a weapon for competitive sales with tools such as comparative advertising and product placement on television; direct marketing and direct selling also discussing regulations that affect data protection; the EU Privacy and Electronic Communications Regulations; sales and price promotions; prize promotions and incentives and the risks involved, and the web of complex legal issues that affect sponsorship and hospitality. The book doesn't assume any previous legal knowledge, expertise or experience, making it an essential reference to marketers planning sales and marketing campaigns within the EU. Reviews "The second edition of this leading work on the subject makes an extremely valuable contribution to understanding how the law establishes the framework within which marketers must operate but can also provide a source of competitive advantage. An outstanding and well researched resource delivered in a highly accessible way."  Sir Paul Judge, President, Chartered Institute of Marketing. "This book really is 'essential' if you are in the market ...because if you are not aware of the legal framework that impacts sales and marketing practice you'll be at a massive disadvantage." Jonathan Coad, Partner, Lewis Silkin. About the Author Ardi Kolah is an accomplished author and speaker on sales & marketing and is ranked as one of the top 50 marketing gurus in the world by the Chartered Institute of Marketing alongside Philip Kotler, Seth Godin, Malcolm Gladwell, and Martin Lindstrom. Throughout his career, he has worked extensively with small and medium sized businesses to enhance results from their sales and marketing activities. He is an Advisor to the UK Government’s Business Secretary of State and has also worked with the BBC as a producer/reporter on news and current events.