"The marketing world is beset with both legal restrictions and great opportunities. Here is the jargon free, concise and straightforward advice required to navigate a successful path... and made a fun read with the help of some great cartoons!" * Andrew Marsden, Chairman of the UK Advertising Standards Authority Code Review * "Within the context of digital and m-marketing, having a strong grip on the shifting legal and regulatory framework across the European Union is vital. This book, written by a leading authority, provides an invaluable reference for all agencies working in this space and is written in a highly accessible way." * Dusan Hamlin, Joint CEO, M&C Saatchi Mobile * "This may well be the book that saves your career. It should be compulsory reading for anyone braving today's wide open world of PR and marketing." * David Gallagher, Senior Partner/CEO Europe, Ketchum Pleon * "Readable, relevant and instructive, Guru in a Bottle is an excellent guide through the legal maze which creates the selling and marketing opportunities and pitfalls of operating in today's global marketplace. I highly recommend it." * Sir Dominic Cadbury, Chancellor of Birmingham University * "All too often, marketers make crucial decisions without being aware of the legal issues involved. This book can change that. It is an essential guide by one of the leading experts in the field." * Professor Jaideep Prabhu, Judge Business School, Cambridge University * "Ardi Kolah is to be congratulated on this work, which brings to his subject a clear and coherent structure and some crisp and accurate explanations. Each of the different kinds of marketing activity its readers will be undertaking has its own chapter. At the same time, the book also manages to cover the use of design rights and other intellectual property rights to gain and preserve market share. The book's account of the relevant legal rules is organised logically and simply, using language that is easy to understand. I am confident this second edition will prove a deserved success." * Mark Warby QC, 5RB Chambers * "An outstanding and well-researched resource delivered in a highly accessible way." * Sir Paul Judge, President, Chartered Institute of Marketing * "Ardi Kolah is an extremely accomplished marketing guru whom I have known and worked with for many years. This second edition of his much-respected book is a must buy for all marketing practitioners. Congratulations on another cracking good textbook." * Malcolm McDonald, Emeritus Professor, Cranfield School of Management * "A great reference work for experienced practitioners and beginners alike that want to avoid the pain of reading impenetrable law books. It's a welcome departure from other publications on the market today." * Matt Fanshawe, Group Chief Operation Officer, Havas EHS * "The Guru in a Bottle series is a great resource that tackles complex subjects and makes them human. Essential Law for Marketers makes it easy to navigate the complexities of UK and European laws and regulations that impact all of sales and marketing practitioners. Kolah has pulled this off with humour -- always a tough job. Definitely one to own. " * Gordon McMillan, Editor, Brand Republic * "This excellent book helps the reader to keep abreast of the latest developments in the ever-changing European legal and regulatory landscape. Highly recommended." * Allan Karlsen, Northern Europe Regional Director, Genworth Financial * "What we have here is invaluable toolkit for marketers who need to know the law. It's written in an accessible way, packed with practical advice and examples. It should be on every practitioners shelf and taken down and used until the pages fall out." * Professor Anne Gregory, Director, Centre for Public Relations Studies, Leeds Business School, Leeds Metropolitan University *