PROTECTING MARKETING INTELLIGENCE: THE ROLE OF TRADEMARKS

Abstract

An emerging gap in the coverage of marketing management texts is examined — the protection of marketing intelligence. The contribution that trademark agents can make to the success of marketing strategy by virtue of the advice they can offer on the protection of marketing intelligence is looked at, and several trends in the marketing environment are identified that may lead the issue of protecting all forms of marketing intelligence into the strategic arena.

Citation

Brownlie, D.T. (1988), "PROTECTING MARKETING INTELLIGENCE: THE ROLE OF TRADEMARKS", Marketing Intelligence & Planning, Vol. 6 No. 4, pp. 21-26. https://doi.org/10.1108/eb045778