Driver or passenger? : the link between marketing and continuous improvement?

![CDATA[This paper begins to address a lack of research into the interactions between Marketing and Continuous Improvement (CI) by assessing the association between the motives for, and contributions of, CI activities and three marketing strategies, including customer satisfaction and relations, internal marketing and relationship management. The results show customer satisfaction and relations as significantly related to CI activities. However, surprisingly, respondents did not appear to perceive the other marketing strategies investigated in this study as closely related to CI. Analysis also shows a very low level of involvement of marketing and sales departments in CI activities. The results are discussed in detail, leading to managerial implications and future research directions concluding the paper.]]