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| Author: | Kordupleski, R. E. Rust, R. T. Zahorik, A. J. |
| Title: | Why improving quality doesn't improve quality (or whatever happened to marketing?). |
| Journal: | California Management Review
1993 : SPRING, VOL. 35:3, p. 82-95 |
| Index terms: | QUALITY ASSURANCE MARKETING MANAGEMENT CUSTOMERS |
| Language: | eng |
| Abstract: | Quality programs fail too often to improve quality because they concentrate on internal processes which do not affect the customer. This is at least partially due to the alienation of marketing from the quality movement, a situation for which both sides are partially at fault. Ideally, marketing should serve as the eyes and ears of the organization, linking the external customer to managerial processes. |
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