The Relevance of Total Quality Management To Strategic Marketing

Allison, Pat (2006) The Relevance of Total Quality Management To Strategic Marketing. In: Marketing and Management Practice in Nigeria. African Marketing Development Foundation, pp. 199-205. ISBN 978 - 078 - 020 - 3

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Marketing is one arm of management sciences that is only beginning to stamp its relevance in the scheme of things. The author has often wondered if other people have discovered that everything we do in life revolves around marketing. It is either one is satisfying her internal customer or external customer. Various erudite scholars and authors prof erred definitions of marketing from various perspectives. One thing though is clear they all focus on customer satisfaction. So also is the focus of Total Quality Management (TQM). TQM is a customer-driven philosophy whereby an organization focuses attention on what the customer needs and , produces to the customer's specification. That way the customer will be so delighted and there is a certainty of repeat purchase. Johnson (1995) put it very succinctly, " .... remember, a person isn't a customer untilhe's bought twice .. " TQM focuses on doing things excellently, and Townsend, in the "Up the Organisation," says " ..... if you don't do it excellently don't do it at all, because if it is not excellent, it won't be profitable; and if you are not in business for profit, then what are you doing there ". TQM goes to the root of the matter. It is a strategic agent of change which aims at changing the techniques, culture, methods, tools, systems of work in a company or organization, and places the organization on the path of greater improvement. It is generally believed that TQM was what placed Japan on the world economic

Item Type: Book Section
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Management and Social Sciences
Depositing User: mrs chioma hannah
Date Deposited: 12 Oct 2021 13:57
Last Modified: 12 Oct 2021 13:57

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