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Volume 6, Issue 4
1 August 1994
This article was originally published in
The TQM Magazine
The TQM Magazine Cover Image for Volume 6, Issue 4
Research Article| August 01 1994

Total Quality Management in Services: The Case of Singapore’s Advertising Industry

B.C. Ghosh;
B.C. Ghosh
Associate Professor at Nanyang Technological University
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Mak Tzi Ling
Mak Tzi Ling
Senior Executive in an advertising agency Singapore
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Author & Article Information
Publisher: Emerald Publishing
Online ISSN: 1758-6887
Print ISSN: 0954-478X
© MCB UP Limited
1994
The TQM Magazine (1994) 6 (4): 34–41.
https://doi.org/10.1108/09544789410062786

The advertising industry in Singapore faces an acutely competitive environment which demands a high level of service from agencies with total quality management (TQM) as the perspective. Mere excellence in creativity with its high focus on product, rather than the market, is no longer sufficient. Supports this hypothesis by a survey.

Keywords: Advertising, Competitive advantage, Customer requirements, Marketing environment, Objectives, Quality programmes, Service quality, Singapore, Strategic planning, TQM
© MCB UP Limited
1994
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