Relationship marketing needs total quality management

D. S. MORRIS, Bradley R. BARNES, James E. LYNCH

Research output: Journal PublicationsJournal Article (refereed)peer-review


Examines the issues related to relationship marketing and total quality management within a range of businesses on a cross-cultural basis. Characteristics of the businesses; Relationship between relationship marketing and relationship within a business; Key to the successful adoption of relationship marketing.
Original languageEnglish
Pages (from-to)659-665
Number of pages7
JournalTotal Quality Management
Issue number4&5
Publication statusPublished - Jul 1999
Externally publishedYes


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