Citation

Morgan FW. J. Mark. 1982; 46(3): 69-78.

Copyright

(Copyright © 1982, American Marketing Association)

DOI

10.2307/1251704

PMID

unavailable

Abstract

Product liability developments have been widely discussed but often with differing views regarding their impact on companies. This article reviews this debate from a marketing perspective by analyzing relevant insurance industry data and case law decisions. Conclusions drawn from the analysis as well as their implications for marketing managers are presented.