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Marketing y gestión de la calidad: dos enfoques convergentes

Author

Listed:
  • San Miguel Osaba, Eduardo
  • Heras-Saizarbitoria, Iñaki
  • Elgoibar Larrañaga, Pilar

Abstract

El marketing y la gestión de la calidad pueden considerarse, en nuestra opinión, filosofías de gestión complementarias con un gran potencial de beneficios mutuos. En ambos casos la satisfacción del cliente es el elemento central. En este artículo teórico nos proponemos estudiar la interrelación existente entre la gestión de la calidad y la filosofía de marketing, y su implantación en la empresa, que, como veremos, supone adoptar una orientación al mercado. En primer lugar trataremos de introducir y clarificar los conceptos de filosofía de marketing, orientación al mercado y gestión de la calidad mediante una selección de la literatura dedicada a los mismos para, posteriormente, destacar la existencia de vínculos importantes entre estos conceptos.

Suggested Citation

  • San Miguel Osaba, Eduardo & Heras-Saizarbitoria, Iñaki & Elgoibar Larrañaga, Pilar, 2009. "Marketing y gestión de la calidad: dos enfoques convergentes," Revista de Dirección y Administración de Empresas, Universidad del País Vasco - Escuela Universitaria de Estudios Empresariales de San Sebastián.
    • Handle: RePEc:ehu:rdadme:9747
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