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000026816 020__ $$a9789067048637
000026816 020__ $$z9067048631$$qhardback
000026816 020__ $$z9789067048644$$qebk.
000026816 020__ $$z906704864X$$qebk.
000026816 035__ $$a(wipo)0
000026816 035__ $$a(OCoLC)781681679
000026816 040__ $$aSzGeWIPO$$beng$$erda$$cSzGeWIPO$$dCaBNVSL
000026816 041__ $$aeng
000026816 050_4 $$aK3702$$b.L68 2012
000026816 08204 $$a344.099$$223
000026816 084__ $$aK 111 LOU.A
000026816 090__ $$c29216$$d29205
000026816 1001_ $$aLouw, André,$$eauthor.
000026816 24510 $$aAmbush marketing and the mega-event monopoly :$$bhow laws are abused to protect commercial rights to major sporting events /$$cAndre M. Louw.
000026816 264_1 $$aThe Hague :$$bT.M.C. Asser Press,$$cc2012.
000026816 300__ $$axx, 761 pages ;$$c25 cm.
000026816 336__ $$atext$$btxt$$2rdacontent
000026816 337__ $$aunmediated$$bn$$2rdamedia
000026816 338__ $$avolume$$bnc$$2rdacarrier
000026816 4901_ $$aASSER international sports law series
000026816 504__ $$aIncludes bibliographical references and index.
000026816 5050_ $$a1. Introduction; 2. The commercial monopoly in sports mega-events; 3. Ambush marketing of sports mega-events; 4. Harnessing special laws to protect commercial rights to sports mega-events; 5. Mega-event rights protection and intellectual property laws ; 6. Mega-event rights protection and competition (antitrust) laws; 7. Mega-event commercial rights protection and human rights; 8. 'Jumping on the brand wagon': 'association rights' and the thematic space of the sports mega-event; 9. In defence of the monopoly?; 10. Conclusions. ;.
000026816 520__ $$aThis is the first book to focus critically on the legitimacy of legal responses to ambush marketing. It comprehensively examines recent sports mega-events and the special laws which combat ambushing. The approach of the book is novel. It does not blindly accept often-touted truisms regarding the illegitimacy of ambushing. The author argues that the debate concerning the ethics and legality of ambushing should be revisited, and that lawmakers have simply gone too far. This book will likely raise eyebrows in sports business circles, and not all readers will be comfortable with the implications of the author's findings. It makes for an engaging read for anyone interested in sports law and the business of sport, including lawyers, academics, students, sports administrators and sponsorship and marketing practitioners, but especially lawmakers in sports mega-event host nations.
000026816 650_0 $$aCommercial law.
000026816 650_0 $$aSports$$xLaw and legislation.
000026816 650_0 $$aMarketing$$xLaw and legislation.
000026816 650_0 $$aIntellectual property.
000026816 650_4 $$aProtection and competition
000026816 650_4 $$aCommercial rights
000026816 7102_ $$aT.M.C. Asser Instituut.
000026816 830_0 $$aASSER international sports law series.
000026816 942__ $$cMON$$jK 111 LOU.A
000026816 952__ $$w2012-09-11$$p2012-0219$$r0.00$$u41293$$bMAIN$$10$$kK 111 LOU.A$$v2012-09-11$$zTagged$$71
000026816 980__ $$aBIB
000026816 999__ $$c29216$$d29216