Trademarks, Brands, and Competitiveness PDF
Edited by Teresa da Silva Lopes, Paul Duguid
Part of the Routledge International Studies in Business History series
Description
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.
Information
-
Download - Immediately Available
- Format:PDF
- Pages:270 pages
- Publisher:Taylor & Francis
- Publication Date:04/05/2010
- Category:
- ISBN:9781135177331
Information
-
Download - Immediately Available
- Format:PDF
- Pages:270 pages
- Publisher:Taylor & Francis
- Publication Date:04/05/2010
- Category:
- ISBN:9781135177331
