Marketing's lead role in total quality

Autor:	William C. LaFief, Charles R. O'Neal
Rok vydání:	1992
Předmět:	Marketing Return on marketing investment Total quality management Marketing management business.industry Customer satisfaction Business Marketing research Marketing strategy Relationship marketing Quality function deployment
Zdroj:	Industrial Marketing Management. 21:133-143
ISSN:	0019-8501
DOI:	10.1016/0019-8501(92)90008-h
Popis:	This article maintains that many industrial firms' lack of success in achieving customer satisfaction and profitability may be attributed to their continued orientation to the sales-buying concept. It specifies the marketing concept as an appropriate strategy and proposes adoption of the total quality concept as critical to its successful application. The quality function deployment process is presented as a mechanism both for determining exchange partner requirements and assuring conformance to those requirements, and we propose that the marketing function have a leadership role in administering the process.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::b2606805e5dbb553f3503327d6ba9a70 https://doi.org/10.1016/0019-8501(92)90008-h Zobrazit plný text záznamu