The Rapport between Total Quality Management and Relationship Marketing

Introduction

The aim of this assignment is to look into Total Quality Management (TQM) and its roots, uncovering its effects on the development of recent marketing strategies. Paying particular attention to Relationship Marketing and further, its developments into new ideologies like Total Relationship Management (TRM) and Total Quality Marketing (TQMk). From the considered material it is agreed that TQM and Relationship Marketing have a common aim understanding and satisfying the needs of the customer. Organisations have been implementing TQM for many years now but with differing levels of success. The more successful implementations of the TQM philosophy are well known such as Toyota, Honda and Motorola to name but a few. However two American consulting firms A. T Kearney and Arthur D. Little in studies published in The Economist (1992) found that 80% of 100 firms in the UK had reported no significant impact and two thirds of 500 American firms had achieved no competitive gains. T...