Abstract
Since the evolution of the marketing concept in the 1950s, a customer-oriented management philosophy has become imperative for businesses to succeed in today’s competitive global arena. Three core themes underlie the relationship marketing concept: 1. customer focus; 2. co-ordinated marketing; and 3. profitability. In order to successfully implement the marketing concept, firms everywhere have embraced quality throughout their strategic business practices. Continuously monitoring and improving quality standards at the process, product and overall company levels is the very essence of a total quality management philosophy.
When a thing is thoroughly well done it often has the air of being a miracle Arnold Bennett
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References
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© 1998 Kluwer Academic Publishers
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Gopalakrishna, P., Chandra, M. (1998). Malcolm Baldrige, Deming Prize and European Quality Awards: a review and synthesis. In: Handbook of Total Quality Management. Springer, Boston, MA. https://doi.org/10.1007/978-1-4615-5281-9_37
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DOI: https://doi.org/10.1007/978-1-4615-5281-9_37
Publisher Name: Springer, Boston, MA
Print ISBN: 978-1-4613-7409-1
Online ISBN: 978-1-4615-5281-9
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