Introduces the emerging field of brand law and explores its interaction with the economics of modern branding.Hinweis: Dieser Artikel kann nur an eine deutsche Lieferadresse ausgeliefert werden.
Introduction Deven R. Desai, Ioannis Lianos and Spencer Weber Waller; Part I. Brands, Price Theory and Business Studies' Perspectives: 1. An introduction to the competitive effects of branding Peter Davis and Kirsten Edwards-Warren; 2. Bayer or Walgreen's? The relationship of premium and value brands in the United States James Langenfeld, Wenqing Li and Sophie Yang; 3. The value of brands and the challenge of free riding Tony Appleton and John Noble; Part II. Brands and Competition Law: 4. Brands, competition and antitrust law Deven R. Desai and Spencer Weber Waller; 5. Brands and brand management: insights from marketing for antitrust Gregory T. Gundlach and Joan M. Phillips; 6. Brands and market power: a bird's eye view Daniel A. Crane; 7. The two sides of brand marketing: reconsidering competition law governing distribution restraints Warren S. Grimes; 8. Brands, product differentiation and EU competition law Ioannis Lianos; 9. Private labels, brands and competition law enforcement Ariel Ezrachi and Ketan Ahuja; Part III. Brands and IP Law: 10. Trademark dilution and the management of brands: implications of the Trademark Dilution Revision Act for marketing and marketing research John D. Mittelstaedt; 11. Trademark law meets branding? Ilanah Fhima; 12: Brands, firms and competition Andrew Griffiths.
Introduction Deven R. Desai, Ioannis Lianos and Spencer Weber Waller; Part I. Brands, Price Theory and Business Studies' Perspectives: 1. An introduction to the competitive effects of branding Peter Davis and Kirsten Edwards-Warren; 2. Bayer or Walgreen's? The relationship of premium and value brands in the United States James Langenfeld, Wenqing Li and Sophie Yang; 3. The value of brands and the challenge of free riding Tony Appleton and John Noble; Part II. Brands and Competition Law: 4. Brands, competition and antitrust law Deven R. Desai and Spencer Weber Waller; 5. Brands and brand management: insights from marketing for antitrust Gregory T. Gundlach and Joan M. Phillips; 6. Brands and market power: a bird's eye view Daniel A. Crane; 7. The two sides of brand marketing: reconsidering competition law governing distribution restraints Warren S. Grimes; 8. Brands, product differentiation and EU competition law Ioannis Lianos; 9. Private labels, brands and competition law enforcement Ariel Ezrachi and Ketan Ahuja; Part III. Brands and IP Law: 10. Trademark dilution and the management of brands: implications of the Trademark Dilution Revision Act for marketing and marketing research John D. Mittelstaedt; 11. Trademark law meets branding? Ilanah Fhima; 12: Brands, firms and competition Andrew Griffiths.
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