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| Author: | Kopp, S.W. Suter, T.A. |
| Title: | Trademark strategies online: implications for intellectual property protection |
| Journal: | Journal of Public Policy and Marketing
2000 : SPRING, VOL. 19:1, p. 119-131 |
| Index terms: | Intellectual property law Internet Trade marks |
| Language: | eng |
| Abstract: | The authors address one of the external environmental factors that marketing and brand managers, as well as public policymakers, should continually monitor as the online community further develops: trademark law. As managers attempt to leverage the value of the trademark brand, the authors examine the impact of the current state of technology and the law to understand the reach of current legal interpretations and the implications for present and future trademark strategy online. |
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