Total Quality in Marketing

ISBN-13: 9781884015137 / Angielski / Twarda / 1995 / 296 str.

William C. Johnson; Richard Chvala; Frank Voehl

Opis

This guide serves as an introduction to the subject of total quailty management in market research for those new to marketing and its applications.

Recenzje

"...contains good material on the total quality movement that marketing managers should know. Chvala and Johnson ably demonstrate that Total Quality Management is indespensable if companies are to achieve their marketing missions."
Philip Kotler, Northwestern University

Spis treści

Table of 1. Why Total Quality in Marketing The Competitiveness Problem Quality Pays What Is Quality What Is Marketing's Role Summary Profile: Eastman Chemical2. Overview of Total Quality What Is Total Quality Total Quality as a System History of Total Quality Misconceptions/Contradictions Regarding TQM Is TQM Successful? Common Principles for TQM Success Why TQM Efforts Fail Profile: Maytag3. House of Quality Profile: Boeing Foundation and Cornerstones Vision, Goals, and Objectives Strategy Management Process Management Project Management Individual Task Management The Pillars of Quality Customer Satisfaction Continuous Improvement Speak with Facts Respect for People The Roof-Systems and Total Quality The Social System The Technical System The Management System4. The Management Cycle What Does It Take to Be an Effective Manager? Organizing Leadership Implementation Control Transforming the Organization Exercise: Questions Leaders Might Hear from Subordinates Profile: The Deming Management Method Exercise: Deming Management Audit System5. Total Quality in Marketing Requires Vision Vision vs. Mission Does Vision Support TQM6. Strategy: Using TQM to Compete Globally Marketing Plan Development Internal Forces of Competition Case: Ethyl Corporation/Tredegar Division7. Working in Teams What Are Self-Directed Teams Why Teams Key Factors in Establishing Teams Team Implementation Roll-Out Monitoring the Progress Summary Profile: Sales-Led Customer Teams Case: Flying Fox-A Manager's Tale8. Implementing Total Quality in Marketing Profile: Motorola Reengineering vs ContinuousImprovement Process Improvement Tools Total Quality and Product Development Keys to Successful Total Quality Implementation in Marketing Summary Profile: The Many Faces of Empowerment (The Salesperson) Exercise: Flowcharting Exercise: Quality Audit Case: Rubbermaid9. Adopting Quality Standards Baldrige Award Criteria The Deming Prize ISO 9000 Standard of Quality Background Why Is ISO 9000 Important Understanding and Implementing ISO 9000 Quality Standards Compared and Their Marketing Value

O autorze

Voehl, Frank