Guidelines for Corporate Trademark Licensing

Thomas Andreas Meyer · Cathie H. Tinney · Terry J. Tinney

10 citations0/0 files storedJournal of Product Innovation Management

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Intellectual Property Law Marketing and Advertising Strategies Intellectual Property and Patents

Abstract

Licensing a trademark in many firms, if it occurs at all, is an incidental ad hoc arrangement. An unorganized approach can mean trouble. It can also mean the firm is losing an opportunity to exploit fully a valuable asset. Tom Meyer, Cathie Tinney, and Terry Tinney argue that trademark licensing is deserving of careful attention and planning.

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References

1973Marketing Management: Analysis, Planning and Control 1978Basic Marketing: A Managerial Approach 1979Marketing Strategy and Plans 1974Trademark Problems and How to Avoid Them 1984Marketing Decisions for New and Mature Products: Planning, Development and Control

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