Integrating quality improvement tenets into the marketing curriculum

Academic Article


  • Business schools have been criticized for failing to keep up with the changing business environment. An area of dynamic change in business is the move toward quality improvement. Quality improvement methods focus the entire organization on the customer This article examines options available to marketing educators interested in integrating tenets of quality improvement into the marketing curriculum in order to meet the needs of student and employer stakeholders.
  • Authors

    Published In

    Digital Object Identifier (doi)

    Author List

  • Marshall GW; Lassk FG; Kennedy KN; Goolsby JR
  • Start Page

  • 28
  • End Page

  • 38
  • Volume

  • 18
  • Issue

  • 2