Marketing Planning in a Total Quality Environment is a how-to book designed for the marketing practitioner. It provides detailed information on how to prepare and implement a marketing plan based in a total quality environment.

For the last twenty years, the authors, as marketing practitioners and educators, have been deeply involved in the planning processes of many corporations. This book, Marketing Planning in a Total Quality Environment, is the product of what they've learned over the years from working with these diverse corporations and their executives. The authors provide...