Making Licences Work: Beyond the Unique Point of Difference

This wide ranging article on licensing - defined as a promotional use of an established creative property such as a film, TV or cartoon character - highlights the potential advantages and pitfalls in mounting this type of promotion.

Sales Promotion

Making Licences Work: Beyond the Unique Point of Difference

Charles Croft, The Marketing Store Consumer Products

Licensing definedLicensing is the promotional use of an established creative property usually a film, TV or car

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