Ryder, Rodney D. <br/><br/>
Trademarks advertising and brand protection :  a manual for organisations and individuals managing intellectual property  
by Rodney D. Ryder. 
 - New Delhi :  McMillan,  2006. 
 - 392 p. 
<br/><br/> Table of Contents:<br/>Chapter 1. The Structure of a Brand<br/>Chapter 2. The Legal Framework<br/>Chapter 3. Patents, Designs, Copyright and Trademarks<br/>Chapter 4. How to Protect Trademarks<br/>Chapter 5. Trademark Management<br/>Chapter 6. Managing and Exploiting Brands<br/>Chapter 7. Case History: The 'Transax' Story<br/>Chapter 8. The Future of Trademarks and Branding<br/>Chapter 9. Digital Brand Management: Managing a Brand Portfolio in the New Media<br/>Chapter 10. Advertising and Promotion<br/>Chapter 11. Comparative Advertising<br/>Chapter 12. The Evolution of Marketing and Brand Management<br/>Chapter 13. Brand Valuation and Licensing<br/>Chapter 14. A Checklist for Industry 'The Battle of the Forms'<br/>Chapter 15. Brands, Marketing and the Law: Towards a Future<br/>Bibliography<br/>Index<br/> 
<br/><br/><label>ISBN: </label>1403930120 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Trademarks--Law and Legislation.
<br/><br/><label>Dewey Class. No.: </label>346.0488  / RYD/TRA