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on 5 September 2013
I'm a fan of the Guru books - and this one is by far my favourite. For me, proper marketing has got to be a little edgy and creative. This book clearly explains the legal boundaries. In 25 years of marketing I've met lots of people who think they know how the law acts - but few do - and even fewer have any idea of the penalties for getting it wrong. Real world law isn't simply common sense - and stepping around the ASA, Data Protection Police, Trading Standards etc. can be a nightmare that most avoid - relegating themselves to lukewarm campaigns with limited results.
This Guru book cuts through the jargon and gives real world advice, backed by trade case examples to help real marketers make their mark with compelling campaigns. Competitive Comparison? Sales Offers? Learn how with this book.
The Guru series is a fantastic introduction to the legal details, PLUS case studies to explain and recall. There is plenty of depth, balanced with a few smiles to make a dry subject interesting.
For those in the Marketing Society or taking CIM Diploma or CAM exams the full Essential Law for Marketers book is perhaps the choice, although the guru book is the most up to date.
For those working in Marketing departments on a daily basis - keen to deliver amazing results with creative marketing - then this Guru book is an essential campaign companion.
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on 20 November 2012
Accessibility means quite different things to different people. Law that passes the lawyer's test of accessibility is often enough a mysterious thicket to those without legal training. Many lawyers do attempt to translate the inevitable complexities and jargon into plain English. Few succeed. Even fewer manage it without over-simplification.

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 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.
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The law is a vital subject for marketers in many ways, including data protection, advertising standards, direct marketing (in its various forms) and social mediaand this excellent book gives the profession just what it needs - the key principles, examples of cases that illustrate legal judgement, action guidelines.
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on 20 November 2012
With the rapid changes in digital technologies, sales and marketing practitioners need to keep up to date with best practice that also stays within UK and European laws and regulations. The Guru in a Bottle series and this second edition has just made this task much easier and with the addition of putting fun back into sales and marketing. Essential reading for all businesses and organisations wanting to use emerging channels such as m-marketing.
Phil Jones
Managing Director
Real Time Consultancy & Founder Podge Lunches
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on 2 September 2012
The first edition of this book was essential reading for professional marketers who sought to understand legislation and how it affected them, while also discovering how the law might offer their organisations competitive advantage. This second issue has transformed that knowledge, through the restructuring of the content and the addition of guru icons, into a practical tool which is now an instant guide to the very latest key sales and marketing legal issues. I regard this as essential reading for all marketers no matter what aspect of the profession they address.
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on 28 August 2012
Leaving no legal loop-hole unexposed, this book is a must have for marketers. Authoritative, yet accessible; comprehensive, yet manageable and legally precise, yet marketing orientated, the guru in a bottle has designed the text well capable of tackling complex and changing legal mind field in a hugely interesting way which engages the reader.
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on 5 May 2013
This book demystifies the law for marketers. Statutes, caselaw and legal concepts are presented in a straightforward way using a conversational style. Topics are ordered logically. It should be a "must have" reference source.
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on 5 September 2012
As a relative newcomer to Sales and Marketing, I have found this beautifully written book extremely valuable and a must have for everyone new to the sector or wishing to improve. Ardi Kolah is a genius.
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