Available:*
Library | Item Barcode | Call Number | Material Type | Item Category 1 | Status |
|---|---|---|---|---|---|
Searching... | 30000010124683 | HF5415.13 L56 1995 | Open Access Book | Book | Searching... |
On Order
Summary
Summary
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 readers with each step in the total quality planning process, complete with check sheets and plan formats. After readers finish the book, they can prepare a quality-driven marketing plan that will be used and followed throughout the year--instead of becoming a shelf item.
This book is for you and the many other marketing professionals who are faced with one or more of these situations:
You're doing a good job, but you'd like to do even better.
You're spending valuable time putting out fires. You lack time to do the things that need to be done.
You're always having a hard time coordinating major marketing programs.
You're faced with a major discrepancy between where you are and where you'd like to be; you've got a planning gap.
You realize that you've got to offer your customers more quality if you're going to be competitive in the new market environment.
You'd like to have a professional annual marketing plan--one that will be well received by management and will also keep you and your staff focused throughout the year. Because each step on how to develop a marketing plan is covered, Marketing Planning in a Total Quality Environment is ideal for presidents of smaller firms, marketing directors and planners, product managers, and planning specialists. The authors include a sample fact book which can be used to store and analyze data, planning forms which help convert data into information, and marketing plan formats which ensure that the plan will get used.
Reviews 1
Choice Review
Two experienced marketing professors with extensive consulting backgrounds offer an interesting and detailed approach to marketing planning in a total quality environment. Written for individuals who believe in the total quality concept and have a working knowledge of marketing, the book emphasizes how total quality is the customers' perception of quality. The merits of a formal marketing plan are offered. Marketing planning in a high tech company is used as an illustration, along with many other examples from the business world. Step one of the eight-step planning process presented is SWOTs (strengths, weaknesses, opportunities, and threats). The authors continue with additional steps, such as gap analysis, in their detailed treatment of the eight-step strategic marketing planning process. Concise chapter introductions and summaries are included. Useful working diagrams and forms for marketing planning are provided. Extensive appendixes include forecasting techniques, forecasting rules of thumb, inflation adjustments, a fact book, a marketing plan, and a summary marketing plan. Although this very practical book may be directed toward the marketing practitioner, upper-division undergraduates and graduate students would also find it to be very beneficial. W. H. Brannen; Creighton University
