Total Quality in Marketing / Edition 1

by Frank Voehl

Overview

Total Quality in Marketing integrates the two areas of marketing and quality management and demonstrates how they are mutually compatible and complementary. Its primary focus is to assist managers in applying total quality principles to the overall marketing management process-preparing for a more highly competitive marketplace. Practical guidelines and processes are offered on how quality initiatives impact planning, organization, implementation, and quality control.

This unique and valuable book presents a systems approach to quality-how to operationalize in the context of both the management and marketing cycles. It demonstrates how to establish effective team-based practices as well as describes the pitfalls of quality programs that are introduced as stand-alone programs without any linkage to overall strategy.
This useful new book serves as a teaching tool and comprehensive reference source for integrating total quality. Case studies, exercises and chapter profiles also provide excellent support materials.

Product Details

ISBN-13:	9781884015137
Publisher:	Taylor & Francis
Publication date:	08/01/1995
Series:	Total Quality Series
Edition description:	New Edition
Pages:	294
Product dimensions:	6.00(w) x 9.00(h) x (d)

Table of Contents

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 Ma

Editorial Reviews

"...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

From the Publisher