Applying Cost of Quality to Marketing Function of the Business

• In Event: Management Accounting

Abstract

The research and experiences in the marketing industry will help to show that most quality initiatives are in fact preventative when the end goal is maintaining a solid consumer base and satisfied customers. Even external failures, which are discussed in detail, can be argued as preventing the loss of future customers when handled by communication professionals within the marketing department or an external agency.

Authors

• Mehmet C Kocakulah, University of Southern Indiana

• Timothy Bryan, University of Southern Indiana