ADVERTISING AND INTELLECTUAL PROPERTY RIGHTS – A KEY TO COMPANIES’ COMPETITIVENESS

In order to be competitive marketing has a tremendous role, companies’ interface with consumers is essential, companies have to make use of advertising and intellectual property rights, and these are not at all easy things to be done. Being competitive means not only ensuring for yourself the necessary intellectual property rights, in order to move forward, but also to respect others’ rights, in order not to lose what you previously won. Our paper aims to present the main ways of competiting through these elements and to analyze the present ways of winning in a competitive environment.