Intellectual Property: The Smart Bomb in Marketing's Armoury

Derek Ralston

The author asserts that in the next decade marketers will have opportunities to create long term competitive brand advantage by applying the laws of protection to their brands.

Intellectual Property.

The smart bomb in marketing's armoury.

Derek RalstonMountainview

If you love a good espresso and you happen to have 'marketing' in your job description, you'll love Nespresso.

To get a really good cup of coffee you need four things:...

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