California Management Review

Abstract

The author suggests that creation of the consumer affairs department to meet the challenge posed by consumerism was a step in the right direction; however, because consumer affairs departments are largely public relations efforts, they are unable to address the problems that gave rise to their being. Business must shift its focus from public relations and adopt the concept of a quality control function in marketing, which will upgrade the firm's responsiveness to its customers. This concept would provide management some very important benefits, such as, provision of a device to monitor marketing performance and controlling end results and assuring the success of a consumer-oriented image for the firm.

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