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Steering towards marketing

Managing Service Quality: An International Journal

ISSN: 0960-4529

Article publication date: 1 October 1991

Abstract

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.

Keywords

Citation

Fletcher, B. (1991), "Steering towards marketing", Managing Service Quality: An International Journal, Vol. 1 No. 5. https://doi.org/10.1108/09604529110028841

Publisher

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MCB UP Ltd

Copyright © 1991, MCB UP Limited