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Article
Publication date: 1 August 1994

B.C. Ghosh and Mak Tzi Ling

The advertising industry in Singapore faces an acutely competitiveenvironment which demands a high level of service from agencies withtotal quality management (TQM) as the…

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Abstract

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.

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