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

Carolin Plewa; David R. Low; Terrence R. Sloan; José Albors Garrigós

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

Carolin Plewa
, David R. Low
, Terrence R. Sloan
, José Albors Garrigós

School of Business

Research output: Chapter in Book / Conference Paper › Conference Paper › peer-review

Abstract

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.

Original language	English
Title of host publication	Radical Changes in Innovation Management: Proceedings of the 9th International CINet Conference, held in Valencia, Spain, 5-9 September, 2008
Publisher	Continuous Innovation Network
Number of pages	11
ISBN (Print)	9789077360101
Publication status	Published - 2008
Event	International CINet Conference - Duration: 1 Jan 2008 → …

Conference

Conference	International CINet Conference
Period	1/01/08 → …

Keywords

marketing
continuous improvement
total quality management
customer relations
relationship marketing

Cite this

@inproceedings{ecc2fa9bf64043b88b3e796fc70e99ee,

title = "Driver or passenger? : the link between marketing and continuous improvement?",

abstract = "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.",

keywords = "marketing, continuous improvement, total quality management, customer relations, relationship marketing",

author = "Carolin Plewa and Low, \{David R.\} and Sloan, \{Terrence R.\} and \{Albors Garrig{\'o}s\}, Jos{\'e}",

year = "2008",

language = "English",

isbn = "9789077360101",

booktitle = "Radical Changes in Innovation Management: Proceedings of the 9th International CINet Conference, held in Valencia, Spain, 5-9 September, 2008",

publisher = "Continuous Innovation Network",

note = "International CINet Conference ; Conference date: 01-01-2008",

}

Driver or passenger? : the link between marketing and continuous improvement? / Plewa, Carolin; Low, David R.; Sloan, Terrence R. et al.
Radical Changes in Innovation Management: Proceedings of the 9th International CINet Conference, held in Valencia, Spain, 5-9 September, 2008. Continuous Innovation Network, 2008.

Research output: Chapter in Book / Conference Paper › Conference Paper › peer-review