Cet ouvrage analyse le tournant que connaît la stratégie marketing des marques, contraintes d'évoluer pour rester compétitives et suivre l'évolution de la société. Il s'interroge sur l'avenir des marques françaises et sur le rôle que joueront les marques de demain.--[Memento].
'Trade Marks, Brands and Competitiveness' brings together scholars from a variety of disciplines to provide a critical account of the contribution of branding to economic growth, the relationship between trademark law and brand strategy, and the building and repositioning of ind…
Présentation de l'éditeur : "Trade in goods and services has historically resisted territorial confinement, but trademark protection remains territorial, albeit within an increasingly important framework of multilateral treaties. Trademark law therefore demands that practitioner…
"Trade in goods and service has historically resisted territorial confinement, but trademark protection remains territorial, albeit within an increasingly important framework of multilateral treaties. Trademark law therefore demands that practitioners, policy-makers and academic…
Hart Publishing is pleased to announce that it has recently become publisher of this prestigious and much valued work. The 15th Annual volume in the series collects the presentations and discussion from the Annual Fordham IP Conference. The contributions, by leading world expert…
This handbook provides an in depth analysis of the origin and main substantive provisions of the TRIPS Agreement, the most influential international treaty on intellectual property currently in force.
While some commentators consider appeals to human dignity to be little more than rhetoric and not worthy of serious consideration, this text give such appeals defensible meaning through an application of the moral theory of Alan Gewirth.
