Total Quality Marketing

Since the early 1980s, quality has been the buzz word par excellence of business philosophy and debate - books such as In Search of Excellence, and the work generally of figures such as Tom Peters, Crosby and Moss-Kanter, all pioneered this theme as the keynote aspiration of modern business. Yet is quality just an aspiration, a concept more honoured in the breach than the observance, read about more than achieved? Certainly, some businesses do seem to have attained better standards of customer service, and work more efficiently as organizations; but the plain truth, however, is that most businesses still have a long way to go.