TY  - GEN
AB  - 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.
AU  - Louw, André,
CN  - K3702
ID  - 26816
KW  - Commercial law.
KW  - Sports
KW  - Marketing
KW  - Intellectual property.
KW  - Protection and competition
KW  - Commercial rights
LA  - eng
N2  - 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.
SN  - 9789067048637
T1  - Ambush marketing and the mega-event monopoly :how laws are abused to protect commercial rights to major sporting events /
TI  - Ambush marketing and the mega-event monopoly :how laws are abused to protect commercial rights to major sporting events /
ER  -