This book was very well written with a formal legal grammar. The areas of marketing and translation law seem to be very different from each other. In a way, they can even be perceived as opposites. When working with marketing texts, a rather free translation or transcreation is often desirable. However, the translation of legal content requires the translator to question the meaning of each word taking into account exactly the normal and legal use of the language and remains close to the source text. Daniel Warner graduated magna laude from the University of Washington, where he also attended law school after his military service. After several years in civilian practice, he joined the faculty of the College of Business and Economics at Western Washington University in 1978, where he is now Professor of Business Law in the Department of Accounting. He has published numerous publications examining the intersection of popular culture and law, for which he has been awarded the Dean`s Research Award of the College of Business five times for his “outstanding contributions to published research.” He served eight years on the Whatcom County Council, including two years as president. He has been a member of the Faculty Senate, a member of various university and college committees, including the Chair of the University`s Master Plan Committee; He has been active in the work of the State Bar Association and in local politics, where he has served on numerous boards and commissions for over 30 years. The text is very comprehensive and provides a comprehensive introduction to business law itself. The sections on CSR, deceptive actions and practices, the role of the FTC, etc. are very well done and relevant to marketing students.
Copyright can be compared to the German word “Urheberrecht”. A definition of copyright is given by the Webster Dictionary; “A copyright is an exclusive and legally guaranteed right to reproduce, publish and sell material and the form of literary, musical or artistic works for a certain period of time.” (Gove 1993, p. 504) Today`s sports director or administrator should be familiar not only with the management process, but also with knowledge of the sport and the people associated with it. You must have management skills as well as a sense of business, which also includes the legal aspects. Yes, there is a very good legal basis and then covers topics that are of interest to marketing and sales. The only issue that I think could have been covered more would be data protection laws and consumer rights laws. I think as a marketer, that`s a big problem these days with the amount of data we collect during the sales and marketing process. The internet has made the world small and the GDPR and other government-regulated laws are something that all businesses should consider. The law requires you to ensure that your regular and advertising prices are clear and unambiguous. See the page on the legal aspects of prizes, promotions and contests below. 3.
Copyright and Marketing 3.1 Copyright Works and CopyrightEd Area 3.2 Copyright Infringement and Defense 3.3 Copyright in Sports Marketing Some resources I found very useful when it comes to U.S. law are intellectual property for paralegals: Trademark Law, copyrights, patents and trade secrets by Deborah E. Bouchoux, Tort Law: Concepts and Applications by Hillary J. Michaud, and Problems and Materials on Consumer Law by Douglas J. Whaley.9 A professional legal translator will likely recognize legally significant terms quite easily and know how to translate them appropriately. But a legal translator probably won`t be the one working on marketing texts. It will be the marketing translator or the transcreator. For this reason, translators specializing in marketing can benefit from a knowledge of the basics of tort law, consumer law and intellectual property law. Knowledge of the basics of these areas of law helps translators identify terms relevant to the law and find appropriate solutions for the target text. If you`re targeting individual customers – or potential customers – using direct selling techniques such as direct mail or cold calling, you need to follow the relevant rules for that marketing and privacy. See the page on the legal aspects of telesales and direct mail below.
This chapter provides a brief overview of the law, its influence on marketing, and the important importance of intellectual property in marketing. All types of institutions or sporting events are influenced by the legal aspects of constitutional/public law, federal civil rights, federal constitutions or treaties. In particular, the various possibilities of event management and marketing repeatedly lead to potential problems regulated by law. Organizers and managers often ignore all the essential legal obligations when creating and creating a marketing plan. Many of them seek the advice of lawyers, security experts, and others with specific expertise in areas they are unsure of. The risks of ignoring tariffs should not be underestimated at first glance, as this could lead to consequences that could leave incalculable damage and fatal problems for the organization or marketing plan (see Watt 1998, 140 et seq.). The management and marketing of sport is also mainly based on total quality management, which is essential to be more effective (cf. Watt 1998, 114 et seq.). Finding a solution or creating a recovery plan is usually too late or in the worst case. This is the reason why the combination of sport and management legislation has become more demanding. 2. Basics 2.1.
Law and Legislation 2.2 The Role of Law in Marketing 2.3 Intellectual Property Denise Josey is an EnglishGerman translator specializing in marketing translations and website localization with a particular focus on fashion and tourism. She holds a Bachelor of Laws from the University College of the University of Maryland and a PhD in Translation Studies from the University of Heidelberg, Germany. She also holds a certificate in publishing from the University of California, San Diego Extension. During her PhD, she taught English>German translation courses at the Institute for Translation and Interpretation at the University of Heidelberg. Her research interests include web localization, legal translation, transcreation, and digital teaching. Contact: denisejosey@hotmail.de. Legal marketing is a broad term that refers to advertising and other practices such as customer relations, public relations, networking, participation in professional associations, etc. == References == The definition of legal marketing generally includes business development activities and efforts to attract more customers and thus increase sales. Getting your message across on TV and radio can help you achieve meaningful marketing reach. However, broadcast advertising is subject to various regulations. See the page on the legal aspects of television and radio advertising below. This “exclusive right” belongs to the original work of authorship and protects the author either at the moment when the ideas develop or later when it is already part of a marketing plan.
This means that “work” may exist now or perhaps only something that will be elaborated or developed in the near future and will lead to a “form” or “means” of expression that you can perceive, touch or communicate otherwise. [2] The “duration” of this exclusive right is limited to 50 years beyond the lifetime of the copyright owner. If the result is the work of a team, the copyright is held 50 years after the lifetime of the last surviving team member. The protection of works created for an employer or publisher ends either 75 years after the first date of publication or 100 years after the date of creation, whichever comes first. I wanted to review this text because I believe that compliance with laws and regulations is an area often neglected and little studied in marketing. This text does a fantastic job of presenting the typical foundations of business law concepts and developing the parts that are most relevant to marketers. I would like to see more emphasis on the current regulatory environment, legislative changes and challenges related to updating the law with technological changes, consumers and globalization. Overall, it`s a fantastic text and I intend to use parts of it in other courses. Addressing such hybrid marketing law content requires expertise in the field of marketing and knowledge in the field of law. Translators must be prepared to conduct extensive (and often lengthy) research in two jurisdictions. As in other areas of translation, terminology management is essential to work efficiently and create high-quality target texts. 5.
Patents and Marketing 5.1 Patents 5.2 Innovations in Marketing It has strong coverage for a traditional student studying law in the context of marketing and sales. However, some of the business contextualization that is present in some of the publisher-led titles is missing. Marketing your products through a website or email campaigns is a cost-effective way to promote your business to a wide audience without the significant cost of more traditional forms of advertising. However, you need to know the relevant rules.
