Marketing, total quality management and benchmarking: exploring the divide

TLDR: In this article, the authors investigated the links between marketing and total quality management (TQM) and found that there are many similarities at the conceptual level and an apparent lack of integration at the practical level.

Abstract: This paper seeks to investigate the links between marketing, and total quality management (TQM). At the conceptual level we find that there are many similarities. At a practical level there are greater difficulties and an apparent lack of integration. We sought to explore the conceptual links and examine the practical divide by focusing in particular on the technique of benchmarking. The paper will draw on the results of a comprehensive literature review and empirical studies undertaken at the University of Derby conducted over a period of 2 years. Our results show that marketing academics are least disposed towards benchmarking methods than other groups and that marketing managers are least likely to use the technique. We find that benchmarking projects are too narrowly focused within the operations and administration areas of business and that projects lack clear links to strategic or marketing plans. We argue that there is considerable scope for benchmarking customer processes. We go on to consider fur...