Total Quality in Marketing

by William C. Johnson, Richard Chvala, 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:	9781351407861
Publisher:	Taylor & Francis
Publication date:	10/06/2017
Sold by:	Barnes & Noble
Format:	eBook
Pages:	294
File size:	3 MB

About the Author

Voehl, Frank

Table of Contents

Series Preface, Authors' Preface, Series Editor, Authors, 1 Why Total Quality in Marketing, 2 Overview of Total Quality, 3 House of Quality, 4 Management System , 5 Total Quality in Marketing Requires Vision, 6 Strategy: Using TQM to Compete Globally, 7 Working in Teams, 8 Implementing Total Quality in Marketing, 9 Adopting Quality Standards, Glossary, Index

Editorial Reviews

Braids the concepts of marketing and quality management to assist managers in applying total quality principles to the overall marketing process. Provides practical information on how quality initiatives impact planning, organization, implementation, and quality control. Also suggests how to exploit the different management and marketing cycles, team-based practices, and the dangers of quality programs that are not integrated into overall strategy. Annotation c. Book News, Inc., Portland, OR (booknews.com)

Booknews

"...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