This book examines the growing divergence between the EU and the US in their approach to antitrust law, particularly where it relates to intellectual property rights (IPRs). EU competition law has been consistently used to regulate a number of issues that have been considered to be outside the scope of the Sherman Act. The transatlantic differences relating to the assessment of market dominance are only a partial explanation for the clashes over IP rights. An equally important issue is the application of antitrust laws to market distortions resulting from a government action. In unregulated markets, competition enforcement may remedy specific market failures. In regulated markets, competition law may also be used to address externalities created by regulatory activity. The relation between antitrust law and regulation that may disrupt competitive processes is vital for the antitrust analysis of anticompetitive concerns resulting from IP rights. With a unique comparative perspective, this book will be an invaluable resource for postgraduate students, academics and practitioners in intellectual property and competition law.
Marketing Communications: A European Perspective provides an extensive overview of the key techniques and applications of marketing within a European context.
The book covers all elements of the communications mix, including advertising, public relations, sponsorship, sales promotion, direct marketing, point-of-purchase communications, exhibitions, and personal selling. It also offers up-to-date coverage of e-communication, including e-marketing, mobile marketing, interactive television and relationship marketing.
Building on the success of the third edition, the fourth edition comes fully updated with brand new material on a diverse range of products and brands such as Coke Zero, Twitter and Wii Fit, as well as coverage of topical issues such as the Barack Obama campaign and the EU anti-smoking campaign.