Six Sigma for Marketing Processes : An Overview for Marketing Executives, Leaders, and Managers

Six Sigma for Marketing Processes : An Overview for Marketing Executives, Leaders, and Managers
By Clyde M. Creveling, Lynne Hambleton, Burke McCarthy

Prentice Hall PTR
ISBN: 013199008X
Pages: 304
4.2 Mb

Description:

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. In this book, you’ll learn how to apply Six Sigma methodology to

* Develop a lean, efficient marketing workflow designed for growth
* Enhance the three marketing arenas for growth: strategic, tactical, and operational
* Identify leading indicators of growth and become proactive about performance improvement
* Strengthen links between customers, products, and profitability
* Redesign marketing work to streamline workflow and reduce variability
* Assess and mitigate cycle-time risk in any marketing initiative or project
* Leverage DMAIC to solve specific problems and improve existing processes

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