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Six sigma for marketing processes : an overview for marketing executives, leaders, and managers / Clyde M. Creveling, Lynne Hambleton, Burke McCarthy.

By: Creveling, Clyde M, 1956-.
Contributor(s): Hambleton, Lynne | McCarthy, Burke.
Series: Six sigma for innovation and growth series. Publisher: Upper Saddle River, NJ : Prentice Hall, c2006Description: xxvii, 269 p. : ill. ; 24 cm.ISBN: 013199008X (hbk.); 9780131990081 (hbk.).Subject(s): Marketing -- Management | Marketing -- Quality control | Six sigma (Quality control standard)DDC classification: 658.802
Contents:
Preface. - Acknowledgments. - About the authors. - Ch. 1. Introduction to six sigma for marketing processes. - Ch. 2. Measuring marketing performance and risk accrual using scorecards. - Ch. 3. Six sigma-enabled project management in marketing processes. - Ch. 4. Six sigma in the strategic marketing process. - Ch. 5. Six sigma in the tactical marketing process. - Ch. 6. Six sigma in the operational marketing process. - Ch. 7. Quick review of traditional DMAIC. - Ch. 8. Future trends in six sigma and marketing processes. - Glossary. - Index.
Summary: "This book provides an overview of the way marketing professionals can utilize the value offered by Six Sigma tools, methods, and best practices, within their existing phase-gate processes, as well as the traditional Six Sigma problem-solving approach: define, measure, analyze, improve, control (DMAIC). It provides unique methods for employing Six Sigma to enhance the three marketing processes for enabling a business to attain growth: strategic, tactical, and operational. It goes further to demonstrate the way Six Sigma for marketing and Six Sigma for design can be combined into a unified Six Sigma for growth." -- BOOK JACKET.
Item type Current location Shelf location Call number Copy number Status Notes Date due Barcode
Main Collection Taylor's Library-TU

Floor 4, Shelf 27 , Side 1, TierNo 1, BayNo 1

658.802 CRE (Browse shelf) 1 Available TBSxx,34003,03,GR 5000019164

Includes index.

Preface. - Acknowledgments. - About the authors. - Ch. 1. Introduction to six sigma for marketing processes. - Ch. 2. Measuring marketing performance and risk accrual using scorecards. - Ch. 3. Six sigma-enabled project management in marketing processes. - Ch. 4. Six sigma in the strategic marketing process. - Ch. 5. Six sigma in the tactical marketing process. - Ch. 6. Six sigma in the operational marketing process. - Ch. 7. Quick review of traditional DMAIC. - Ch. 8. Future trends in six sigma and marketing processes. - Glossary. - Index.

"This book provides an overview of the way marketing professionals can utilize the value offered by Six Sigma tools, methods, and best practices, within their existing phase-gate processes, as well as the traditional Six Sigma problem-solving approach: define, measure, analyze, improve, control (DMAIC). It provides unique methods for employing Six Sigma to enhance the three marketing processes for enabling a business to attain growth: strategic, tactical, and operational. It goes further to demonstrate the way Six Sigma for marketing and Six Sigma for design can be combined into a unified Six Sigma for growth." -- BOOK JACKET.