Character merchandising in Europe / [edited] by Heijo Ruijsenaars.

xii, 383 pages ; 25 cm

9041199128 alk. paper
9789041199126 alk. paper

N 731 RUI.C

Although the commercial activity of merchandising - the use of names or images or other representative elements to enhance the promotion or sale of products or services - has been known for over a century, it is only since the latter years of the 20th century that it has been significant enough to merit treatment as a distinct subject of intellectual property law. Yet, to date, no specific law governing merchandising exists in any country. This book asks if such a law should exist-specifically, a uniform law at the international level.; The book focuses on the legal strategy and monitoring of.

Includes bibliographical references and index.

London : Kluwer Law International, c2003.

English