In view of recent pose in this article is and Antoni Brack Enschede, the Netherlands European legal developments, our purto position customer complaint manage-
Defensive marketingIn order to expand market share and increase sales most firms spend much effort in attempts to attract new customers. This "offensive" objective in marketing strategy diment as an essential instrument for a defensive marketing strategy, specifically to prevent legal problems in the fields of product liability and product safety.rects marketing "actions" (Bonoma, 1985) such as promotion and pricing. Recent economic and forthcoming political developments in Europe will make it difficult to meet such an objective. Many firms operate in mature or shrinking markets in which it is hard and costly to generate new customers as price and quality differences between products are becoming less clear. In addition, competition from both domestic and foreign rivals will intensify in the newly formed internal market in Europe. Therefore, it becomes important and profitable to retain current customers and to increase their purchase frequency. These developments are parallelled by a number of recent developments in the legal field. Particularly with regards to product safety and liability, European regulations have changed considerably. As a result of these developments, companies are more likely to be confronted with customer liability claims in the future. Ways of defense against potential liability claims will become a major issue. From a marketing-strategic point of view, the focus is shifting from offensive to defensive. While offensive marketing focuses on generating new customers, the defensive marketing strategy aims at building up a relationship with customers that leads to customer loyalty and repurchase behaviour and