Synopses & Reviews
Total Quality in Marketing integrates the two areas of marketing and quality management and demonstrates how they are mutually compatible and complementary. Its primary focus is to assist managers in applying total quality principles to the overall marketing management process -- preparing for a more highly competitive marketplace.
Synopsis
This book demonstrates how the two areas of marketing and Total Quality Management are mutually compatible and complementary. An essential tool for managers in applying total quality principles to the overall management of the marketing function, it describes the pitfalls of quality programs that are introduced as stand-alone programs without any linkage to overall marketing strategy.