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Ambush Marketing und Markenschutz (Instant Digital Access Code Only)
- Edition : 1st, 2015
- Author(s) : Mandy Risch-Kerst
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Ambush Marketing und Markenschutz (Instant Digital Access Code Only)
- ISBN: 9783658121747
- SKU: 260418V
- Format: VitalSource eBook/PDF
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Mit einer vertieften fachübergreifenden wirtschafts- und rechtswissenschaftlichen Auseinandersetzung im nationalen und europäischen Kennzeichenrecht gelingt Mandy Risch-Kerst eine Darstellung der bestehenden Schutzmechanismen und Gesetzeslücken für Großveranstalter im Kampf gegen Ambush Marketing. Ambusher erfahren gleichzeitig ihren verbleibenden Spielraum für kreative Werbemethoden im Zusammenhang mit sportlichen Großevents. Die Autorin entwickelt pragmatische Gestaltungsmöglichkeiten und Handlungsempfehlungen bis hin zu einem neu entwickelten Schutzkonzept der „Eventmarketingmarke“ und gibt sie dem Leser als Lösungsansätze für eine erfolgreiche Unternehmenskommunikation an die Hand.