search query: @author Kohoutek, H. J. / total: 1
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| Author: | Kohoutek, H. J. |
| Title: | Coupling quality assurance programs to marketing. |
| Journal: | Industrial Marketing Management
1988 : VOL. 17:3, p. 177-188 |
| Index terms: | QUALITY ASSURANCE COMPUTER INDUSTRY |
| Language: | eng |
| Abstract: | The cooperation between marketing and quality assurance functions is discussed. Major driving forces determining the cooperation are listed. The case of the computer industry is examined as an illustration. Major trends and changes are summarized. The importance of mutual support and partnership is highlighted. Quality and marketing functions are described. Quality is discussed as a component of a competitive strategy. The role of the quality department is analysed. Product positioning is examined. The marketing processes are connected to quality programs. An experiment at Hewlett Packard is described. Managerial implications are summarized. |
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