Synthesis Marketing

Synthesis and relationship marketing

The assumption made by the traditional marketing approach is that there is a point in time when a transaction occurs. This type of marketing is sometimes referred to as transaction marketing 4 . In the service sector there is also a point in time when, for example, a commission is made, but the relationship with the client can span several years. A marketing strategy geared solely to a single point in time would therefore be totally inadequate and inappropriate. It is not unusual for an...

Total quality management TQM and marketing

Total quality management is defined by Bov e and Thill 17 as 'an organisational philosophy based on the pursuit of quality and the management practices that lead to total quality. TQM is a holistic approach that requires quality service provision to clients with a corresponding quality culture throughout the entire practice. Quality is defined as conformance to requirements and is seen as a necessary ingredient for long-term success. TQM should not be confused with accreditation to BS EN ISO...