000 03379nam a22003735i 4500
001 312767
003 MX-SnUAN
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007 cr nn 008mamaa
008 150903s2012 ne | o |||| 0|eng d
020 _a9789067048644
_99789067048644
024 7 _a10.1007/9789067048644
_2doi
035 _avtls000366130
039 9 _a201509031058
_bVLOAD
_c201405070422
_dVLOAD
_y201402251328
_zstaff
040 _aMX-SnUAN
_bspa
_cMX-SnUAN
_erda
050 4 _aK1-7720
100 1 _aLouw, Andre M.
_eautor
_9354679
245 1 0 _aAmbush Marketing & the Mega-Event Monopoly :
_bHow Laws are Abused to Protect Commercial Rights to Major Sporting Events /
_cby Andre M. Louw.
264 1 _aThe Hague, The Netherlands :
_bT. M. C. Asser Press :
_bImprint: T.M.C. Asser Press,
_c2012.
300 _axx, 761 páginas
_brecurso en línea.
336 _atexto
_btxt
_2rdacontent
337 _acomputadora
_bc
_2rdamedia
338 _arecurso en línea
_bcr
_2rdacarrier
347 _aarchivo de texto
_bPDF
_2rda
490 0 _aASSER International Sports Law Series,
_x1874-6926
500 _aSpringer eBooks
505 0 _aIntroduction: ‘Two million reasons not to wear Reebok’ -- The Commercial Monopoly in Sports Mega-Events -- Ambush Marketing of Sports Mega-Events -- Harnessing Special Laws to Protect Commercial Rights to Events -- Mega-Event Rights Protection and Intellectual Property Laws -- the legitimacy of ‘IP+’ event protection in light of the traditional theories of IP law -- Mega-Event Rights Protection and Competition (Antitrust) Laws -- Mega-Event Commercial Rights Protection and Human Rights -- Jumping on the Brand Wagon: ‘Association Rights’ and the Thematic Space of the Sports Mega-Event -- In Defence of the Monopoly? Conclusions.
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.   Dr. Andre M. Louw is a Senior Lecturer at the Faculty of Law, University of KwaZulu-Natal, South Africa.   This book appears in the ASSER International Sports Law Series, under the editorship of Prof. Dr. Robert Siekmann, Dr. Janwillem Soek and Marco van der Harst LL.M.  
590 _aPara consulta fuera de la UANL se requiere clave de acceso remoto.
710 2 _aSpringerLink (Servicio en línea)
_9299170
776 0 8 _iEdición impresa:
_z9789067048637
856 4 0 _uhttp://remoto.dgb.uanl.mx/login?url=http://dx.doi.org/10.1007/978-90-6704-864-4
_zConectar a Springer E-Books (Para consulta externa se requiere previa autentificación en Biblioteca Digital UANL)
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999 _c312767
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