Why Improving Quality Doesnt Improve Quality (Or Whatever Happened to Marketing)

Subjects Covered
Customer relationship management
Marketing strategy
Total quality

by
Raymond E. Kordupleski,
Roland T. Rust,
Anthony J. Zahorik

Source: California Management Review

14 pages.
Publication Date: Apr 01, 1993. Prod. #: CMR043-PDF-ENG

Why Improving Quality Doesn’t Improve Quality (Or Whatever Happened to Marketing?) Harvard Case Study Solution and HBR and HBS Case Analysis