Journal Article

Relationship marketing needs total quality management

  • Morris D
  • Barnes B
  • Lynch J
Total Quality Management (1999) 10(4-5) 659-665
DOI: 10.1080/0954412997659
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Abstract

Examines the issues related to relationship marketing and total quality management within a range of businesses on a cross-cultural basis. Characteristics of the businesses; Relationship between relationship marketing and relationship within a business; Key to the successful adoption of relationship marketing.

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Morris, D. S., Barnes, B. R., & Lynch, J. E. (1999). Relationship marketing needs total quality management. Total Quality Management, 10(4–5), 659–665. https://doi.org/10.1080/0954412997659

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