Trademark Surveys

Author: Jacob Jacoby (Researcher in economics)
Publisher: Amer Bar Assn
ISBN: 9781627222655
Format: PDF, Docs
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The most expansive and cohesive treatment of survey research and its use in the courts, this volume examines the many scientific and analytical issues involved. Written by Jack Jacoby, an expert in the construction, analysis, and application of trademark surveys in litigation, the book covers survey fundamentals; pre-survey considerations; designing, conducting, and reporting surveys; defining the universe; sampling issues; test settings and stimuli; questionnaire construction; implementing and gathering data; and aggregating, evaluating, and reporting survey findings. Includes case law commentary throughout.

Marketing

Author: Gloria Green
Publisher: Dearborn Trade Publishing
ISBN: 9781574100204
Format: PDF, ePub
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Now small business owners can improve their marketing skills with this "marketing mastery" course. Readers will learn how to develop and successfully implement a personalized marketing plan for selling their product or service, including selecting target markets, tips for do-it-yourself market research, and using and analyzing strategies and tactics. Follow four entrepreneurs as they apply the workshops and thought processes to their own business marketing plans. By the end of the book, you will have a marketing plan put together and ready to implement. Software based on the personal workshops is also available.