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MARKETING COMMUNICATIONS AND CUSTOMER PERCEIVED QUALITY: A NAIVE MODELLING APPROACH.

Authors :
Morgan, Neil A.
Piercy, Nigel F.
Source :
AMA Winter Academic Conference Proceedings; 1992, Vol. 3, p225, 11p, 2 Diagrams
Publication Year :
1992

Abstract

Focuses on the correlation between marketing communications and customer perceived quality. Role of marketers in quality management; Relationship between product quality and advertising; Variation of individual organizational responses to quality management.

Subjects

Subjects :
TOTAL quality management
ADVERTISING

Details

Language :
English
ISSN :
10540806
Volume :
3
Database :
Complementary Index
Journal :
AMA Winter Academic Conference Proceedings
Publication Type :
Conference
Accession number :
6186116

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Authors Abstract Subjects Details