Total quality management TQM and marketing

Total quality management is defined by Bovée 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 9000 or any other quality standard. Total quality management programmes extend beyond the basic requirements for accreditation. At the time of writing, many architectural and engineering practices have quality accreditation but few have a TQM programme.

According to John S.Oakland [18], head of the European Centre for Total Quality management at Bradford Management Centre, 'quality starts with marketing'. 'Marketing establishes the true requirements for the product or service. These must be communicated properly throughout the organization in the form of specifications.' Marketing is seen therefore as the process through which requirements are defined and communicated to the organization and is at the leading edge of TQM implementation.

It is suggested that in the case of architects and engineers, the combination of client expectations, perceptions and experience of the service should be substituted for the term 'client requirements and specifications'. The unique contribution that architects and engineers make in the design process goes beyond a simple definition of specifications and requirements. Figure 2.8 provides a diagrammatic representation. Client expectations, perceptions and service experience are three key strands of synthesis marketing and are discussed in more detail in Chapter 4.

Total Quality Marketing Definition

Fig. 2.8 Total quality management and marketing

Architect / Engineer

Fig. 2.8 Total quality management and marketing

Continue reading here: Synthesis and relationship marketing

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