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Internal Marketing by Mohammed Rafiq, Pervaiz K. Ahmed

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chapter six

Total quality management(TQM) and internalmarketing

Introduction

The rapid market share gains in world markets by far eastern competitors prompted many to examine how nations such as Japan have managed to build their success. The Japanese, over time, have come to represent a standard against which to measure manufacturing excellence. One of the most prominently mentioned issues in Japan's success is quality management.

Surviving in the new world of intense competition, companies have had to establish strategies that can cope with the turbulent changes in the environment. In this world, adding value is the hard work, but it is merely the entry-ticket in the battle for survival. Many companies spend their time figuring out how ...

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