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Total quality marketing (TQMk) – a symbiosis

Don Bathie (Paisley Business School, Paisley, UK)
Josh Sarkar (Paisley Business School, Paisley, UK)

Managerial Auditing Journal

ISSN: 0268-6902

Article publication date: 1 July 2002

1497

Abstract

The paper attempts to bring together two management orientations united by a common core value – a customer focus. The paper argues that while both marketing and total quality management (TQM) have customer focus as a core value they both experience difficulties in implementing this operationally – for similar reasons. Developments in thinking about the nature of the two orientations (for example, the move in marketing toward relationship marketing) and their effective operationalisation have created the opportunity for a much greater synthesis of the two and the potential for effective joint implementation. The paper concludes with suggestions regarding the synthesis of TQM and marketing processes.

Keywords

Citation

Bathie, D. and Sarkar, J. (2002), "Total quality marketing (TQMk) – a symbiosis", Managerial Auditing Journal, Vol. 17 No. 5, pp. 241-244. https://doi.org/10.1108/02686900210429650

Publisher

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MCB UP Ltd

Copyright © 2002, MCB UP Limited

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