Total Quality in Marketing  book cover
1st Edition

Total Quality in Marketing

ISBN 9781884015137
Published August 1, 1995 by CRC Press
294 Pages

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Book Description

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.

Table of Contents

Table of
1. Why Total Quality in Marketing
The Competitiveness Problem
Quality Pays
What Is Quality
What Is Marketing's Role
Profile: Eastman Chemical
2. Overview of Total Quality
What Is Total Quality
Total Quality as a System
History of Total Quality
Misconceptions/Contradictions Regarding TQM
Is TQM Successful?
Common Principles for TQM Success
Why TQM Efforts Fail
Profile: Maytag
3. House of Quality
Profile: Boeing
Foundation and Cornerstones
Vision, Goals, and Objectives
Strategy Management
Process Management
Project Management
Individual Task Management
The Pillars of Quality
Customer Satisfaction
Continuous Improvement
Speak with Facts
Respect for People
The Roof-Systems and Total Quality
The Social System
The Technical System
The Management System
4. The Management Cycle
What Does It Take to Be an Effective Manager?
Transforming the Organization
Exercise: Questions Leaders Might Hear from Subordinates
Profile: The Deming Management Method
Exercise: Deming Management Audit System
5. Total Quality in Marketing Requires Vision
Vision vs. Mission
Does Vision Support TQM
6. Strategy: Using TQM to Compete Globally
Marketing Plan Development
Internal Forces of Competition
Case: Ethyl Corporation/Tredegar Division
7. Working in Teams
What Are Self-Directed Teams
Why Teams
Key Factors in Establishing Teams
Team Implementation
Monitoring the Progress
Profile: Sales-Led Customer Teams
Case: Flying Fox-A Manager's Tale
8. Implementing Total Quality in Marketing
Profile: Motorola
Reengineering vs Continuous
Process Improvement Tools
Total Quality and Product Development
Keys to Successful Total Quality Implementation in Marketing
Profile: The Many Faces of Empowerment (The Salesperson)
Exercise: Flowcharting
Exercise: Quality Audit
Case: Rubbermaid
9. Adopting Quality Standards
Baldrige Award Criteria
The Deming Prize
ISO 9000 Standard of Quality
Why Is ISO 9000 Important
Understanding and Implementing ISO 9000
Quality Standards Compared and Their Marketing Value

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"...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