MARKETING MUST BE A QUALITY PROCESS DISCIPLINE TOO

Understanding customers' wants and needs is the first step in total qu ality. Marketing is a key to success or failure in total quality imple mentation since understanding customers' wants and needs is a marketin g function. This paper provides an education in the difference between tactical and strategic marketing and points out our great American su ccess in the one and great failure in the other. It then explains how we can achieve quality strategic marketing.