From marking products to marketing brands: (Record no. 9626)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 03241nam a22002057a 4500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20250506175933.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 250506b |||||||| |||| 00| 0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 9783031767777 |
| 082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Classification number | 658.8 |
| Item number | PET |
| 100 ## - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Petty, Ross D. |
| 245 ## - TITLE STATEMENT | |
| Title | From marking products to marketing brands: |
| Remainder of title | a legal perspective on the history of brand marketing |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) | |
| Name of publisher, distributor, etc. | Palgrave Macmillan |
| Place of publication, distribution, etc. | Cham |
| Date of publication, distribution, etc. | 2025 |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | xv, 174 p. |
| 365 ## - TRADE PRICE | |
| Price type code | EURO |
| Price amount | 39.99 |
| 490 ## - SERIES STATEMENT | |
| Series statement | Palgrave Studies in Marketing, Organizations and Society Series |
| 500 ## - GENERAL NOTE | |
| General note | Table of contents:<br/>Front Matter<br/>Pages i-xv<br/>Download chapter PDF <br/>Introduction: What Is Brand Marketing?<br/>Ross D. Petty<br/>Pages 1-9<br/>Ancient Product Marking: Signs of the Times<br/>Ross D. Petty<br/>Pages 11-20<br/>From the Decline of Guilds Through the Eighteenth Century<br/>Ross D. Petty<br/>Pages 21-31<br/>Nineteenth-Century Demand for Brand Protection<br/>Ross D. Petty<br/>Pages 33-46<br/>U.S. Copyright and Design Patent Registration for Trademarks: 1840–1870<br/>Ross D. Petty<br/>Pages 47-60<br/>Trademark Registration<br/>Ross D. Petty<br/>Pages 61-76<br/>Turn-of-the-Century Brand Marketing and Legal Protection<br/>Ross D. Petty<br/>Pages 77-93<br/>Early Twentieth-Century Trademarks and Brands<br/>Ross D. Petty<br/>Pages 95-112<br/>Criticism of Brand Marketing (1920–1946)<br/>Ross D. Petty<br/>Pages 113-126<br/>The 1946 U.S. Lanham Act: Expanding Trademark Law<br/>Ross D. Petty<br/>Pages 127-141<br/>Challenges to Brand Marketing 1946–1980<br/>Ross D. Petty<br/>Pages 143-157<br/>Conclusion: Have Brand Marketers Gained Too Much Control?<br/>Ross D. Petty<br/>Pages 159-170<br/>Back Matter<br/>Pages 171-174<br/><br/>[https://link.springer.com/book/10.1007/978-3-031-76778-4] |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | This book examines the historical evolution from marking or branding products for ownership purposes to branding products in order to promote the brand itself. In the extreme, some modern brands so strongly promote their brand image or personality that there is little emphasis on promoting the branded products themselves. Central to this evolution is the development and protection of brand identifiers, such as names, logos, and more, as well as the development of registration and conflict-resolution systems to resolve disputes regarding brand identifier similarities. <br/><br/>The author meticulously navigates the historical evolution of brand marketing, elucidating the manner in which this practice has evolved over time. To get a sense of how much brand marketing has grown, he examines advertising expenditures, the scholarly and professional literature, a few case studies, and the growing number of brand identifier registrations and disputes. He examines several legal areas including trademarks, unfair competition, copyrights, design patents and even antitrust law. In modern times, the legal system not only enables brand marketing but sets limits on it as well. The book concludes by examining some modern developments that are testing the limits. <br/><br/>Catering to researchers vested in the realms of advertising and marketing history as well as law, this landmark text provides a thorough survey of brand marketing and its regulatory landscape.<br/><br/>(https://link.springer.com/book/10.1007/978-3-031-76778-4) |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name as entry element | Marketing--Brand |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Koha item type | Book |
| Source of classification or shelving scheme | Dewey Decimal Classification |
| Withdrawn status | Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Collection code | Bill No | Bill Date | Home library | Current library | Shelving location | Date acquired | Source of acquisition | Cost, normal purchase price | Total Checkouts | Full call number | Accession Number | Date last seen | Copy number | Cost, replacement price | Price effective from | Koha item type |
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| Dewey Decimal Classification | Marketing | TB4762 | 21-03-2025 | Indian Institute of Management LRC | Indian Institute of Management LRC | General Stacks | 03/28/2025 | Technical Bureau India Pvt. Ltd. | 2422.60 | 658.8 PET | 008577 | 03/28/2025 | 1 | 3727.07 | 03/28/2025 | Book |