Total Quality in Marketing: 1st Edition (Hardback) book cover

Total Quality in Marketing

1st Edition

By William C. Johnson, Richard Chvala, Frank Voehl

CRC Press

294 pages

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Hardback: 9781884015137
pub: 1995-08-01
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pub: 2017-10-06
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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.


"…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

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

Subject Categories

BISAC Subject Codes/Headings:
BUSINESS & ECONOMICS / Management Science
BUSINESS & ECONOMICS / Quality Control
BUSINESS & ECONOMICS / Sales & Selling