Marketing Management and Products Liability

Abstract

Products liability is having a substantial impact upon manufacturing industry. Marketing management is not immune and it is likely that products liability will lead to a major revision in product strategies.Starting from first principles, the monograph leads the reader through liability developments and liability issues as they pertain to death and personal injury. The major part of the monograph is devoted to central propositions that will assist the general manager and the marketing manager to review their present thinking and to provide new insights into this challenging, complex and strategic problem.

Citation

Noon, J. (1981), "Marketing Management and Products Liability", European Journal of Marketing, Vol. 15 No. 2, pp. 3-31. https://doi.org/10.1108/EUM0000000004874