Total Quality in Marketing

Total Quality in Marketing integrates the two areas of marketing & quality management & demonstrates how they are mutually compatible & 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. Practical guidelines & processes are offered on how quality initiatives impact planning, organization, implementation, & quality control. This unique & valuable book presents a systems approach to quality-how to operationalize in the context of both the management & marketing cycles. It demonstrates how to establish effective team-based practices as well as describes the pitfalls of quality programs that are introduced as stand-alone programs without any linkage to overall strategy. This useful new book serves as a teaching tool & comprehensive reference source for integrating total quality. Case studies, exercises & chapter profiles also provide excellent support materials.