Surviving Assaults on Trademarks

Meyerowitz, Steven A.
June 1994
Marketing Management;Summer94, Vol. 3 Issue 1, p44
This article explains the importance of establishing and protecting trademarks. Adoption of trademarks used by a manufacturer or merchant enables them to identify its goods and distinguish them from goods manufactured or sold by others. The responsibilities of marketing and advertising executives to ensure that the right trademark is chosen. And the degree of similarity between the owner's mark and the alleged infringing mark. INSET: About the author..


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