文档介绍：Six Sigma for Marketing Processes: An Overview for Marketing Executives, Leaders, and Managers
By Clyde M. Creveling , Lynne Hambleton , Burke McCarthy
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Publisher: Prentice Hall
Pub Date: February 17, 2006
Print ISBN-10: 0-13-199008-X
Print ISBN-13: 978-0-13-199008-1
Pages: 304
Table of Contents | Index
Nearly half of the top one hundred Fortune panies use Six Sigma methodology in
some part of their business. panies have been among the top one hundred for five or
more years and consistently report higher revenue and significantly higher profits petitors.
This underscores the impact on the cost side. Now the focus moves to revenue growth. Six Sigma
consultant Clyde M. Creveling's Design for Six Sigma in Technology and Product Development is the
standard guide for mercialization and manufacturing support engineers who want to
apply Six Sigma methodology to technology development and mercialization. Now, in
Six Sigma for Marketing Processes, Creveling joins with Lynne Hambleton and Burke McCarthy to
show the ways marketing professionals can adapt and apply those same Six Sigma concepts to
create a lean marketing workflow built for growth.
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 bined
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 gro