Trademark Strategy
从法律视角审视商标策略，指出法院解释和立法趋势既扩展了商标在营销中的应用，也限制了其权利。营销人员需了解法律机会与限制，以制定有效策略辅助高层决策。
Traditionally, trademarks are viewed from the legal perspective, and the responsibility for important trademark decisions rests with top management. Court interpretations, emerging regulatory directions, and proposed legislation have encouraged the extension of trademark strategy in many marketing activities; however, they have also placed limitations on trademark rights and uses. Marketers have the opportunity to develop a strategic orientation for top management decision making by devising an effective trademark strategy. Successful formulation and implementation of this strategy requires that marketers become aware of the legal opportunities and limitations in the use of trademarks.