1. Several quality management gurus are discussed including Deming, Juran, Crosby, Peters, and Ishikawa. 2. Deming emphasized preventing poor quality and introduced his 14 points of management and 7 deadly diseases. Juran focused on fitness for use and poor quality resulting from poor management. 3. Crosby advocated that quality is free and zero defects can be achieved through management commitment, quality teams, measurement, and corrective action. Peters stressed leadership, managing by walking around, and quality as an obsession and never-ending journey. Ishikawa introduced quality circles as voluntary groups to improve the enterprise.