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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.

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CHOICE Review

Written for the practitioner and academic, this work successfully documents the need to implement quality management in the marketing function. Higher quality improves return on investment; 80 percent of executives think quality will be a fundamental competitive advantage in the year 2000. In each chapter Johnson and Chvala include excellent company profiles, abstracts of journal articles, cases, and exercises. They review the history of total quality and summarize the contributions of Shewhart, Deming, Juran, Feigenbaum, and others. In reviewing the social, technical, and management systems of the "House of Quality" in chapter 3, the authors offer many guidelines and steps for developing and implementing total quality. Chapter 5 focuses on vision, mission, and values; chapter 6, on using TQM to compete globally, includes a practical step-by-step outline. Chapter 7 discusses how to implement self-directed teams and key factors for success. Chapter 8 integrates the marketing cycle, core business process, metrics, and TQ tools for different aspects of marketing. Reengineering and continuous improvement are also compared, and a quality audit is included. In conclusion, the authors compare the Baldrige, Deming, and ISO 9000 (European) quality award criteria to determine similar quality processes and marketing benefits of each system. Recommended for public, academic, and professional libraries. D. Campbell; University of New Haven

Notas de autor provistas por Syndetics

Voehl, Frank