Questions why marketing has not played a central role in the development and implementation of TQM programmes. Argues for a greater collaboration between the two areas which would prove beneficial to both sides and gives examples of how this can be implemented.
Fletcher, B. (1991), "Steering towards marketing", Managing Service Quality: An International Journal, Vol. 1 No. 5. https://doi.org/10.1108/09604529110028841
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