EasterBlack-owned or founded brands at TargetGroceryClothing, Shoes & AccessoriesBabyHomeFurnitureKitchen & DiningOutdoor Living & GardenToysElectronicsVideo GamesMovies, Music & BooksSports & OutdoorsBeautyPersonal CareHealthPetsHousehold EssentialsArts, Crafts & SewingSchool & Office SuppliesParty SuppliesLuggageGift IdeasGift CardsClearanceTarget New ArrivalsTarget Finds#TargetStyleTop DealsTarget Circle DealsWeekly AdShop Order PickupShop Same Day DeliveryRegistryRedCardTarget CircleFind Stores

From Marking Products to Marketing Brands - (Palgrave Studies in Marketing, Organizations and Society) by Ross D Petty (Hardcover)

From Marking Products to Marketing Brands - (Palgrave Studies in Marketing, Organizations and Society) by  Ross D Petty (Hardcover) - 1 of 1
$40.49 sale price when purchased online
$44.99 list price
Target Online store #3991

About this item

Highlights

  • This book examines the historical evolution from marking or branding products for ownership purposes to branding products in order to promote the brand itself.
  • About the Author: Ross D. Petty is Emeritus Professor of Marketing Law at Babson College, USA after being a faculty member for thirty-one years.
  • 174 Pages
  • Business + Money Management, Marketing
  • Series Name: Palgrave Studies in Marketing, Organizations and Society

Description



Book Synopsis



This book examines the historical evolution from marking or branding products for ownership purposes to branding products in order to promote the brand itself. In the extreme, some modern brands so strongly promote their brand image or personality that there is little emphasis on promoting the branded products themselves. Central to this evolution is the development and protection of brand identifiers, such as names, logos, and more, as well as the development of registration and conflict-resolution systems to resolve disputes regarding brand identifier similarities.

The author meticulously navigates the historical evolution of brand marketing, elucidating the manner in which this practice has evolved over time. To get a sense of how much brand marketing has grown, he examines advertising expenditures, the scholarly and professional literature, a few case studies, and the growing number of brand identifier registrations and disputes. He examines several legal areas including trademarks, unfair competition, copyrights, design patents and even antitrust law. In modern times, the legal system not only enables brand marketing but sets limits on it as well. The book concludes by examining some modern developments that are testing the limits.

Catering to researchers vested in the realms of advertising and marketing history as well as law, this landmark text provides a thorough survey of brand marketing and its regulatory landscape.



From the Back Cover



This book examines the historical evolution from marking or branding products for ownership purposes to branding products in order to promote the brand itself. In the extreme, some modern brands so strongly promote their brand image or personality that there is little emphasis on promoting the branded products themselves. Central to this evolution is the development and protection of brand identifiers, such as names, logos, and more, as well as the development of registration and conflict-resolution systems to resolve disputes regarding brand identifier similarities.

The author meticulously navigates the historical evolution of brand marketing, elucidating the manner in which this practice has evolved over time. To get a sense of how much brand marketing has grown, he examines advertising expenditures, the scholarly and professional literature, a few case studies, and the growing number of brand identifier registrations and disputes. He examines several legal areas including trademarks, unfair competition, copyrights, design patents and even antitrust law. In modern times, the legal system not only enables brand marketing but sets limits on it as well. The book concludes by examining some modern developments that are testing the limits.

Catering to researchers vested in the realms of advertising and marketing history as well as law, this landmark text provides a thorough survey of brand marketing and its regulatory landscape.

Ross D. Petty is Emeritus Professor of Marketing Law at Babson College, USA after being a faculty member for thirty-one years. He has published more than 100 articles, book chapters, and notes, and presented 115 times at various academic conferences and events. His most recent book is Branding Law: A Guide to Legal Issues in Brand Management.



Review Quotes




"Petty's volume consists of twelve relatively short chapters, 26 figures, and four informative tables. Each chapter begins with an abstract and keywords, usually contains a case study, and ends with a conclusion and reference list. ... this book should be assigned to a class on brand marketing. It is a short read and not too expensive. Legal history matters and its study provides a critical understanding of prevailing concepts." (Terrence H. Witkowski, Journal of Macromarketing, April 18, 2025)




About the Author



Ross D. Petty is Emeritus Professor of Marketing Law at Babson College, USA after being a faculty member for thirty-one years. He has published more than 100 articles, book chapters, and notes, and presented 115 times at various academic conferences and events. His most recent book is Branding Law: A Guide to Legal Issues in Brand Management.

Dimensions (Overall): 7.8 Inches (H) x 5.8 Inches (W) x .6 Inches (D)
Weight: .8 Pounds
Suggested Age: 22 Years and Up
Number of Pages: 174
Genre: Business + Money Management
Sub-Genre: Marketing
Series Title: Palgrave Studies in Marketing, Organizations and Society
Publisher: Palgrave MacMillan
Theme: General
Format: Hardcover
Author: Ross D Petty
Language: English
Street Date: January 14, 2025
TCIN: 1003046810
UPC: 9783031767777
Item Number (DPCI): 247-50-5269
Origin: Made in the USA or Imported

Shipping details

Estimated ship dimensions: 0.6 inches length x 5.8 inches width x 7.8 inches height
Estimated ship weight: 0.8 pounds
We regret that this item cannot be shipped to PO Boxes.
This item cannot be shipped to the following locations: American Samoa (see also separate entry under AS), Guam (see also separate entry under GU), Northern Mariana Islands, Puerto Rico (see also separate entry under PR), United States Minor Outlying Islands, Virgin Islands, U.S., APO/FPO

Return details

This item can be returned to any Target store or Target.com.
This item must be returned within 90 days of the date it was purchased in store, shipped, delivered by a Shipt shopper, or made ready for pickup.
See the return policy for complete information.

Related Categories

Get top deals, latest trends, and more.

Privacy policy

Footer

About Us

About TargetCareersNews & BlogTarget BrandsBullseye ShopSustainability & GovernancePress CenterAdvertise with UsInvestorsAffiliates & PartnersSuppliersTargetPlus

Help

Target HelpReturnsTrack OrdersRecallsContact UsFeedbackAccessibilitySecurity & FraudTeam Member ServicesLegal & Privacy

Stores

Find a StoreClinicPharmacyTarget OpticalMore In-Store Services

Services

Target Circle™Target Circle™ CardTarget Circle 360™Target AppRegistrySame Day DeliveryOrder PickupDrive UpFree 2-Day ShippingShipping & DeliveryMore Services
PinterestFacebookInstagramXYoutubeTiktokTermsCA Supply ChainPrivacy PolicyCA Privacy RightsYour Privacy ChoicesInterest Based AdsHealth Privacy Policy