@article{26816,
      author = {Louw, André,},
      url = {http://tind.wipo.int/record/26816},
      title = {Ambush marketing and the mega-event monopoly : how laws  are abused to protect commercial rights to major sporting  events /},
      abstract = {This is the first book to focus critically on the  legitimacy of legal responses to ambush marketing. It  comprehensively examines recent sports mega-events and the  special laws which combat ambushing. The approach of the  book is novel. It does not blindly accept often-touted  truisms regarding the illegitimacy of ambushing. The author  argues that the debate concerning the ethics and legality  of ambushing should be revisited, and that lawmakers have  simply gone too far. This book will likely raise eyebrows  in sports business circles, and not all readers will be  comfortable with the implications of the author's findings.  It makes for an engaging read for anyone interested in  sports law and the business of sport, including lawyers,  academics, students, sports administrators and sponsorship  and marketing practitioners, but especially lawmakers in  sports mega-event host nations.},
      recid = {26816},
      pages = {xx, 761 pages ;},
}