Total Quality Management in Services: The Case of Singapore’s Advertising Industry
B.C. Ghosh
(Associate Professor at Nanyang Technological University)
Mak Tzi Ling
(Senior Executive in an advertising agency Singapore)
1663
Abstract
The advertising industry in Singapore faces an acutely competitive environment which demands a high level of service from agencies with total quality management (TQM) as the perspective. Mere excellence in creativity with its high focus on product, rather than the market, is no longer sufficient. Supports this hypothesis by a survey.
Keywords
Citation
Ghosh, B.C. and Tzi Ling, M. (1994), "Total Quality Management in Services: The Case of Singapore’s Advertising Industry", The TQM Magazine, Vol. 6 No. 4, pp. 34-41. https://doi.org/10.1108/09544789410062786
Publisher
:MCB UP Ltd
Copyright © 1994, MCB UP Limited