TY - JOUR AB - 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. VL - 1 IS - 5 SN - 0960-4529 DO - 10.1108/09604529110028841 UR - https://doi.org/10.1108/09604529110028841 AU - Fletcher B. PY - 1991 Y1 - 1991/01/01 TI - Steering towards marketing T2 - Managing Service Quality: An International Journal PB - MCB UP Ltd Y2 - 2024/09/19 ER -