Abstract
Product warranties increasingly are being used by consumer and industrial manufacturers as product differentiation tools. A well developed warranty program involves a considerable investment which, as with any marketing decision, should be periodically evaluated. This paper presents a model for conducting a product warranty audit. Marketing management implications of the model and directions for future research also are highlighted.
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Kelley, C.A., Merchant, J.E. (2015). The Product Warranty Audit: A Model for Evaluating an Important Product Decision. In: Hawes, J. (eds) Proceedings of the 1989 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17055-8_59
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DOI: https://doi.org/10.1007/978-3-319-17055-8_59
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-17054-1
Online ISBN: 978-3-319-17055-8
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