MAJOR SPORTS EVENTS: HOW TO PREVENT AMBUSH MARKETING?
Abstract
1. Introduction –
2. Calling in the Lawmaker –
3. Applying common law mechanisms –
3.1 Intellectual and industrial property law –
3.2 Property rights –
3.3 Consumer law –
3.4 Prevention of unfair competition –
4. Ad hoc Legislation –
4.1 Examples –
4.2 Classifications –
4.3 Negative Aspects –
5. Search for a Solution
– 5.1 Contractual Approaches –
5.2 Individual Contracts –
5.3 Codes of Conduct –
5.4 Limits of the Contractual Techniques –
6. On-site interventions –
6.1 Enhance exclusiveness –
6.2 Enhance Sponsorship Programme Activation –
6.3 Human Means
Origin : Explicit agreement for this submission
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