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Friday, May 18 • 5:15pm - 6:15pm
206-Consumers & Complaints: Marketing Evolution Leads to Legal Innovation from Contract Clauses to General Fairness

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Ross Petty - Consumer complaint handling appears to be shifting from a cost minimization approach toward a relationship marketing approach that recognizes it is easier and cheaper to retain existing customers than attract new ones. This developing approach questions the value of imposing standard form contracts on consumers if their provisions are ignored in resolving disputes by attempting to be fair to consumers in order to maintain their continued patronage and loyalty.

avatar for Ross D. Petty

Ross D. Petty

Professor of Marketing Law and Faculty Research Scholar, Babson College

Friday May 18, 2018 5:15pm - 6:15pm
Island 1

Attendees (1)