Not so strange bedfellows: marketing and total quality management
Managing Service Quality: An International Journal
ISSN: 0960-4529
Article publication date: 1 February 1995
Abstract
Long‐term success of total quality management (TQM) programmes depends on initiatives which form strong partnerships with marketing activities. The objective of the partnerships is to integrate customer requirements into programmes. Analyses these relationships, based on information developed from extensive seminar discussions over a three‐year period. Concludes that the status of TQM‐marketing partnerships is highly variable, with respect to customer understanding. Many remain in their infancy, while others have matured well in a short period. For the latter group, marketing’s customer voice has become an expanding part of the quality movement to develop products and services that excite customers.
Keywords
Citation
Fram, E.H. (1995), "Not so strange bedfellows: marketing and total quality management", Managing Service Quality: An International Journal, Vol. 5 No. 1, pp. 50-56. https://doi.org/10.1108/09604529510081811
Publisher
:MCB UP Ltd
Copyright © 1995, MCB UP Limited