Principles of Marketing or Intellectual Property the Law of Copyrights Patents and Trademarks

Principles of Marketing

Author: Philip Kotler

The 12^th edition of this popular text continues to build on four major marketing themes: building and managing profitable customer relationships, building and managing strong brands to create brand equity, harnessing new marketing technologies in the digital age, and marketing in a socially responsible way around the globe. Thoroughly updated and streamlined, Principles of Marketing tells the stories that reveal the drama of modern marketing, reflecting the major trends and forces that are impacting this dynamic and ever-changing field.

Topics include: the marketing environment, managing information, consumer & business buyer behavior, segmentation, targeting, and positioning, branding strategies, distribution channels, advertising and sales promotion, direct marketing, and the global marketplace.

An excellent tool for anyone in marketing and sales, whether self- or corporate- employed.

Booknews

New edition of a standard text for undergraduate business students. Covers the basics of the subject and provides insights into recent marketing developments. Annotation c. Book News, Inc., Portland, OR (booknews.com)

Table of Contents:

Part 1–Defining Marketing and the Marketing Process  2

1.    Marketing:  Managing Profitable Customer Relationships  2

2.    Company and Marketing Strategy:  Partnering to Build Customer Relationships  34

 Part 2–Understanding the Marketplace and Consumers   62

3. The Marketing Environment  62

4.    Managing Marketing Information  94

5.    Consumer Markets and Consumer Buyer Behavior  128

6.    Business Markets and Business Buyer Behavior  158

 Part 3–Designing a Customer-Driven Strategy and Marketing Mix  182

7.    Customer-Driven Marketing Strategy: Creativing Value for Target Customers  182

8.    Product, Services, and Branding Strategies  216

9.    New-Product Development and Life-Cycle Strategies  250

10. Pricing Product s:  Understanding and Capturing Customer Value  282

11. Pricing Products: Pricing Strategies  306

12. Marketing Channels and Supply Chain Management  332

13. Retailing and Wholesaling  364

14. Communicating Customer Value: Integrated Marketing Communication Strategy  396 

15. Advertising and Public Relations  424

16. Personal Selling and Sales Promotion  450

17. Direct and Online Marketing: Building Direct Customer Relationships  478

 Part 4–Extending Marketing   514

18. Creating Competitive Advantage  514

19. The Global Marketplace  540

20. Marketing Ethics and Social Responsibility  570

 APPENDIXES

1.   Marketing Plan  A-1

2.    Marketing by the Numbers  A-11

3.    Careers in Marketing  A-27

References R-1

Glossary G-1

Credits C-1

Index I-1

Interesting textbook: Advanced Accounting or A Preface to Marketing Management

Intellectual Property the Law of Copyrights, Patents and Trademarks (Hornbook Series)

Author: Roger E Schecter

This work provides a comprehensive treatment of all three major branches of intellectual property law, surveying basic principles and emerging issues. The book summarizes what is clear, identifies what is unsettled, and offers concise views on how some open issues might be sensibly resolved. This text also deals with a variety of related intellectual property topics, including state laws governing the misappropriation of intangibles, state protection for the right of publicity and for trade secrets, and both federal and state rules concerning false advertising and deceptive trade practices. The authors use numerous examples to guide you through various technical areas.

Table of Contents:

Preface

Westlaw® Overview

Chapter

Introduction to Intellectual Property

Introduction to the Law of Copyright

The Subject Matter of Copyright—Basic Requirements

The Subject Matter of Copyright—Specific Categories of Protectable Works

Publication and Formalities

Ownership and Transfer of Copyright Interests

The Exclusive Rights of a Copyright Holder

Duration of Copyright Interests and Termination of Transfers

Copyright Infringement

The Fair Use Defense

State Remedies Analogous to Copyright and Federal Preemption

Copyright in the International Perspective

Introduction to the Law of Patents

Patent Eligibilityv Utility

Novelty

Nonobviousness

The Patent Instrument

Patent Prosecution

Patent Infringement

Equitable Defenses to Patent Infringement

Remedies for Patent Infringement

Patent Law in International Perspective

Trade Secret Law

Introduction to the Law of Trad emarks

Acquiring Trademark Rights

The Distinctiveness Requirement and Issues of Trademark Validity

Protection for Trade Dress and Other Unconventional Trademarks

Trademark Infringement, Counterfeiting and False Advertising

Trademark Dilution

Fair Use, Other Affirmative Defenses and Remedies

Trademark Assignments and Licensing

Trademarks on the Internet

International Aspects of Trademark Protection

Appendix. Researching the Law of Intellectual Property

Table of Cases

Table of Statutes

Index