Marketing Crafts and Visual Arts: The Role of Intellectual Property – a Practical Guide
This guide deals with the relationship between the successful marketing of crafts and visual arts, and the appropriate use of intellectual property (IP) system instruments. It:
- identifies situations where obtaining formal IP protection ought to be considered
- explains how to implement marketing and IP strategies within a business framework and marketing management process
- and presents case studies and examples of managing IP assets in marketing from the craft and visual arts sectors in developing countries.