Biblioteca Digital de VanguardiaMarketing, Total Quality Management and Benchmarking: a review of the literature
Marketing occupies one of the central places within the strategies of organizations today due to the unstable business environment, which is why its management and the elements inherent to it are of vital importance for the current organizational environment. In this context, we seek to investigate...
| Autor principal: | |
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| Formato: | Revistas |
| Lenguaje: | Español |
| Publicado: |
EFIM Ediciones
2021
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| Acceso en línea: | http://www.revistaanfibios.org/ojs/index.php/afb/article/view/96 |
| _version_ | 1782333996015812608 |
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| author | Hoyos-Estrada, Sherly |
| author_facet | Hoyos-Estrada, Sherly |
| author_sort | Hoyos-Estrada, Sherly |
| collection | Revista |
| description | Marketing occupies one of the central places within the strategies of organizations today due to the unstable business environment, which is why its management and the elements inherent to it are of vital importance for the current organizational environment. In this context, we seek to investigate the links between marketing and total quality management (TQM), through a literature review that analyzes various publications on this topic, where similarities and affinities are found in the findings between these two areas, however, in the real world and in practice there is an apparent lack of integration of the two. Therefore, a study was conducted showing that marketing academics are less willing to use benchmarking methods than other groups and managers are even less likely to be using it. Thus, the main findings focus on exploring how integration between TQM, benchmarking and marketing can benefit the business environment of organizations. |
| format | Revistas |
| id | anfibios-article-96 |
| institution | Revista científica Anfibios |
| language | Español |
| publishDate | 2021 |
| publisher | EFIM Ediciones |
| record_format | ojs |
| spelling | anfibios-article-962022-01-11T07:26:04Z Marketing, Total Quality Management and Benchmarking: a review of the literature Marketing, Gestión de la Calidad Total y Benchmarking: una revisión de la literatura Hoyos-Estrada, Sherly Marketing occupies one of the central places within the strategies of organizations today due to the unstable business environment, which is why its management and the elements inherent to it are of vital importance for the current organizational environment. In this context, we seek to investigate the links between marketing and total quality management (TQM), through a literature review that analyzes various publications on this topic, where similarities and affinities are found in the findings between these two areas, however, in the real world and in practice there is an apparent lack of integration of the two. Therefore, a study was conducted showing that marketing academics are less willing to use benchmarking methods than other groups and managers are even less likely to be using it. Thus, the main findings focus on exploring how integration between TQM, benchmarking and marketing can benefit the business environment of organizations. El marketing ocupa uno de los lugares centrales al interior de las estrategias de las organizaciones en la actualidad debido a lo inestable del entorno empresarial, es por esto que su gestión y los elementos inherentes a ella son de vital importancia para el entorno organizacional actual. En este contexto, se busca investigar los vínculos entre el marketing y la gestión de la calidad total (TQM), por medio de una revisión de literatura que analice diversas publicaciones en torno a esta temática, en donde se encuentran similitudes y afinidades en los hallazgos entre estas dos áreas, sin embargo, en el mundo real y en la práctica hay una aparente falta de integración de las dos. Por tanto, se realizó un estudio que muestra que los académicos de marketing están menos dispuestos a utilizar métodos de benchmarking que otros grupos y aún es menos probable que los gerentes la estén utilizando. Es así que los principales hallazgos se centran en explorar como la integración entre la TQM, el Benchmarking y el marketing puede favorecer el entorno empresarial de las organizaciones. EFIM Ediciones 2021-11-10 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Artículo revisado por pares application/pdf text/html http://www.revistaanfibios.org/ojs/index.php/afb/article/view/96 10.37979/afb.2021v4n2.96 Anfibios; Vol 4 No 2 (2021): July - December 2021; 64-71 Anfibios; v. 4 n. 2 (2021): Julio - Diciembre 2021; 64-71 Revista científica anfibios; Vol. 4 Núm. 2 (2021): Julio - Diciembre 2021; 64-71 2711-0532 2665-1513 spa http://www.revistaanfibios.org/ojs/index.php/afb/article/view/96/112 http://www.revistaanfibios.org/ojs/index.php/afb/article/view/96/121 Derechos de autor 2021 Revista científica anfibios |
| spellingShingle | Hoyos-Estrada, Sherly Marketing, Total Quality Management and Benchmarking: a review of the literature |
| title | Marketing, Total Quality Management and Benchmarking: a review of the literature |
| title_full | Marketing, Total Quality Management and Benchmarking: a review of the literature |
| title_fullStr | Marketing, Total Quality Management and Benchmarking: a review of the literature |
| title_full_unstemmed | Marketing, Total Quality Management and Benchmarking: a review of the literature |
| title_short | Marketing, Total Quality Management and Benchmarking: a review of the literature |
| title_sort | marketing, total quality management and benchmarking: a review of the literature |
| url | http://www.revistaanfibios.org/ojs/index.php/afb/article/view/96 |