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Essential Law for Marketers

Essential Law for Marketers

Ardi Kolah


Understand complex UK and EU legal and regulatory principles and how they apply to sales and marketing.

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About the book

Essential Law for Marketers doesn't assume any prior knowledge and has been designed to make UK and EU laws and regulations accessible for marketers at all levels. Jargon-free and easy to follow, it's widely acknowledged by professional bodies and legal experts as a masterful digest of all the main legal principles that need to be understood by sales and marketing professionals working in Europe.
Written by one of the world's leading experts of sales and marketing law, this updated second edition of Essential Law for Marketers helps steer the reader through the legal minefield and provides unique strategies for using the law as a sales and marketing weapon in order to achieve competitive advantage. It covers making agreements; making statements in sales and marketing; legal barriers to market entry; legal requirement for sales and marketing activities; direct marketing and direct selling; EU Privacy and Electronic Communications Regulations; sales and price promotions; prize promotions and incentives and sponsorship and hospitality.

Table Of Contents

    • Chapter - 00: Introduction;
    • Chapter - 01: Making agreements;
    • Chapter - 02: Making statements in sales and marketing;
    • Chapter - 03: Legal barriers to market entry;
    • Chapter - 04: Legal requirements for sales and marketing activities;
    • Chapter - 05: Law as a weapon for competitive sales and marketing advantage;
    • Chapter - 06: Direct marketing and direct selling;
    • Chapter - 07: The EU Privacy and Electronic Communications Regulations;
    • Chapter - 08: Sales and price promotions;
    • Chapter - 09: Prize promotions and incentives;
    • Chapter - 10: Sponsorship and hospitality


The marketing world is beset with both legal restrictions and great opportunities. Here is the jargon free, concise and straightforward advice required to navigate a successful path... and made a fun read with the help of some great cartoons!
Andrew Marsden, Chairman of the UK Advertising Standards Authority Code Review

Within the context of digital and m-marketing, having a strong grip on the shifting legal and regulatory framework across the European Union is vital. This book, written by a leading authority, provides an invaluable reference for all agencies working in this space and is written in a highly accessible way.
Dusan Hamlin, Joint CEO, M&C Saatchi Mobile

This may well be the book that saves your career. It should be compulsory reading for anyone braving today's wide open world of PR and marketing.
David Gallagher, Senior Partner/CEO Europe, Ketchum Pleon

Readable, relevant and instructive, Guru in a Bottle is an excellent guide through the legal maze which creates the selling and marketing opportunities and pitfalls of operating in today's global marketplace. I highly recommend it.
Sir Dominic Cadbury, Chancellor of Birmingham University

All too often, marketers make crucial decisions without being aware of the legal issues involved. This book can change that. It is an essential guide by one of the leading experts in the field.
Professor Jaideep Prabhu, Judge Business School, Cambridge University

Ardi Kolah is to be congratulated on this work, which brings to his subject a clear and coherent structure and some crisp and accurate explanations. Each of the different kinds of marketing activity its readers will be undertaking has its own chapter. At the same time, the book also manages to cover the use of design rights and other intellectual property rights to gain and preserve market share. The book's account of the relevant legal rules is organised logically and simply, using language that is easy to understand. I am confident this second edition will prove a deserved success.
Mark Warby QC, 5RB Chambers

An outstanding and well-researched resource delivered in a highly accessible way.
Sir Paul Judge, President, Chartered Institute of Marketing

Ardi Kolah is an extremely accomplished marketing guru whom I have known and worked with for many years. This second edition of his much-respected book is a must buy for all marketing practitioners. Congratulations on another cracking good textbook.
Malcolm McDonald, Emeritus Professor, Cranfield School of Management

A great reference work for experienced practitioners and beginners alike that want to avoid the pain of reading impenetrable law books. It's a welcome departure from other publications on the market today.
Matt Fanshawe, Group Chief Operation Officer, Havas EHS

The Guru in a Bottle series is a great resource that tackles complex subjects and makes them human. Essential Law for Marketers makes it easy to navigate the complexities of UK and European laws and regulations that impact all of sales and marketing practitioners. Kolah has pulled this off with humour -- always a tough job. Definitely one to own.
Gordon McMillan, Editor, Brand Republic

This excellent book helps the reader to keep abreast of the latest developments in the ever-changing European legal and regulatory landscape. Highly recommended.
Allan Karlsen, Northern Europe Regional Director, Genworth Financial

What we have here is invaluable toolkit for marketers who need to know the law. It's written in an accessible way, packed with practical advice and examples. It should be on every practitioners shelf and taken down and used until the pages fall out.
Professor Anne Gregory, Director, Centre for Public Relations Studies, Leeds Business School, Leeds Metropolitan University

Book Details

  • EAN: 9780749464509
  • Edition: 2
  • Published: 3rd January 2013
  • Paperback
  • Format: 233x155
  • 376 pages

About the Author

Ardi Kolah LLM is one of the most respected marketing and communication practitioners in the world. He holds a Masters degree in law, is a fellow of the Chartered Institutes of Marketing and Public Relations and is a Liveryman of the Worshipful Company of Marketors. His unique approach has made the Guru in a Bottle series extremely popular throughout Europe, the USA and India.

Ardi Kolah