Integrating Quality Improvement Tenets into the Marketing Curriculum
- 1 August 1996
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Education
- Vol. 18 (2) , 28-38
- https://doi.org/10.1177/027347539601800204
Abstract
Business schools have been criticized for failing to keep up with the changing business environment. An area of dynamic change in business is the move toward quality improvement. Quality improvement methods focus the entire organization on the customer This article examines options available to marketing educators interested in integrating tenets of quality improvement into the marketing curriculum in order to meet the needs of student and employer stakeholders.Keywords
This publication has 5 references indexed in Scilit:
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- Services Marketing: Where Does It Fit in the CurriculumMarketing Education Review, 1992
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- Corporate Culture in the Academic Marketing DepartmentJournal of Marketing Education, 1988