Marketing mix and TQM - compelmetary philosophies of companies sustainable development

Adriana Grigorescu () and Constantin Bob

MPRA Paper from University Library of Munich, Germany

Abstract: The marketing theory started by questioning if is it science or art and finalized by declaring that ”marketing should be the philosophy of the company approach according with the needs of target market”. The tool for marketing strategies implementation is marketing mix (MMix) by the 4P or 5P. This mix of components offers the possibility of harmonizing the purposes of companies and customers. A new concept of Total Quality (TQ) has been developed and implemented, firstly by the industrial companies and later on by others (even public administration organizations). This approach is an integrative strategic philosophy and behavior, focused on TQ objectives and the adoption of a new managerial style – Total Quality Management (TQM). In our opinion the MMix and TQM are complementary philosophies to approach companies. The paper is an out come of a survey regarding the way the top management perceive MMix and TQM and how they are complementary.

Keywords: Marketing mix; TQM; philosophy; sustainable development (search for similar items in EconPapers)
JEL-codes: D21 L21 M31 (search for similar items in EconPapers)
Date: 2006-09-13
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