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.
Paul Duguid & Teresa da Silva Lopes
Trademarks, Brands, and Competitiveness [EPUB ebook]
Trademarks, Brands, and Competitiveness [EPUB ebook]
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Ngôn ngữ Anh ● định dạng EPUB ● Trang 270 ● ISBN 9781135177324 ● Biên tập viên Paul Duguid & Teresa da Silva Lopes ● Nhà xuất bản Taylor and Francis ● Được phát hành 2010 ● Có thể tải xuống 3 lần ● Tiền tệ EUR ● TÔI 4088478 ● Sao chép bảo vệ Adobe DRM
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