Marketing Reputation
Marketing literature often presents two opposite perspectives, marketing (or customer) orientation and production (or product) orientation. R25 treated interfunctional dependency, and marketing and operations management are two mutually dependent functions. There are reasons to treat their relationship separately. First, they are the core functions of any company, and second, driving them closer together is the most noteworthy contribution of modern quality management.
Quality management is one of the theories that inspired the 30R approach. Modern quality thinking is not only a revolution in quality management, but also a rejuvenation of marketing orientation. In marketing, quality was long used in a general and loose sense. It became a cliche´, which was routinely appended to advertising copy, which sales people allowed to litter
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