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

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Ruyter, Ko de and Brack, Antoni (1993) European legal developments in product safety and liability: the role of customer complaint management as a defensive marketing tool. International Journal of Research in Marketing, 10 (2). pp. 153-164. ISSN 0167-8116

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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.
Item Type:Article
Copyright:© 1993 Elsevier Science
Faculty:
Management and Governance (SMG)
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Link to this item:http://purl.utwente.nl/publications/20654
Official URL:http://dx.doi.org/10.1016/0167-8116(93)90002-G
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Metis ID: 124264