Faculty Scholarship 1994 - Present

The Marketing Concept/TQM: A Convergence

Marketing Concept and Total Quality Management (TQM) developed as responses to underlying economic and market conditions, the former in the U.S.A. and the latter in Japan. A detailed scrutiny of the contents of the two concepts reveals that they have more similarities than differences and that they are converging at one point: seeking consumer satisfaction and profitability. The success in the diffusion of TQM augurs well for the marketing as the focus of the entire movement is consumer satisfaction, which is also the focus of the Marketing Concept.