Avancerad sökning

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1. 1. Sökordsannonsering i ljuset av god marknadsföringssed : varumärkesanvändning och jämförande reklam

   Uppsats för yrkesexamina på avancerad nivå, Uppsala universitet/Juridiska institutionen

   Författare :Elias Ego; [2016]
   Nyckelord :Sökordsannonsering; marknadsföringssed; varumärke; google adwords;

   Sammanfattning : Keyword advertising is based on advertisers buying keywords, brands if they so wish, with a search engine service to optimize their marketing by ads or websites linked to the purchased keyword to rank as high as possible among the organic and sponsored search lists. Regarding this type of marketing, the European Court and the Swedish Market Court made clear that the trademark holders of famous brands can not prevent a competitor from using the brands as a keyword for their own ads if the use merely indicates that the competitor offers an alternative to the protected brand's products or services. LÄS MER