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

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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
Issue number10
Publication statusPublished - 1993


  • METIS-124264
  • IR-20654

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