Total quality marketing is a dynamic idea that goes beyond the currently popular total quality management approach in solving business problems. It is a market-driven idea that stresses customer satisfaction as crucial to the success of a business in a highly competitive, modern business world. The concept is an enhanced version of the marketing mix--the familiar "4-P paradigm" in marketing. Thus, by incorporating quality into their product, price, promotion, and distribution strategy, firms can regain market shares and can prevent further erosion of market shares to aggressive foreign competitors from Japan, Germany, and the Newly Industrialized Countries (NICs).

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