European legal developments in product safety and liability: the role of customer complaint management as a defensive marketing tool

Ko de Ruyter, J.C. de Ruyter, Antoni Brack

Research output: Contribution to journalArticleAcademicpeer-review

15 Citations (Scopus)
256 Downloads (Pure)

Abstract

In view of recent European legal developments, our purpose in this article is to position customer complaint management as an essential instrument for a defensive marketing strategy, specifically to prevent legal problems in the fields of product liability and product safety.
Original languageUndefined
Pages (from-to)153-164
Number of pages12
JournalInternational journal of research in marketing
Volume10
Issue number10
DOIs
Publication statusPublished - 1993

Keywords

  • METIS-124264
  • IR-20654

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