Marketable improvements

Abstract

Asserts that by marketing quality, organisations can better ensure that their customers get both the product and standard of service they really require. Contends that many organisations are driving quality through a production orientation rather than through the eyes of customers, and that marketing quality is the competitive edge in TQM. Asserts that marketing and sales people need to accept that a systematic and disciplined approach is the right way forward. Concludes that marketing and quality must come together if organisations are to succeed in an increasingly competitive marketplace.

Citation

Griffith, I. (1993), "Marketable improvements", The TQM Magazine, Vol. 5 No. 2. https://doi.org/10.1108/EUM0000000003069