Six Sigma for Marketing Processes

An Overview for Marketing Executives, Leaders, and Managers

Clyde M. Creveling, Lynne Hambleton, Burke McCarthy - Collection Six Sigma for Innovation and Growth Series

270 pages, parution le 31/03/2006

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Résumé

Nearly half of the top one hundred Fortune 500 companies use Six Sigma methodology in some part Of their business. These companies have been among the top one hundred for five or more years and consistently report higher revenue and significantly higher profits than competitors. 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 product commercialization and manufacturing support engineers who want to apply Six Sigma methodology to technology development and product commercialization. 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 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
Use lean techniques to streamline repeatable processes, such as collateral development and trade-show participation

L'auteur - Clyde M. Creveling

Laureat de la prestigieuse recompense Taguchi pour ses travaux chez Eastman Kodak, il a une grande experience de l'application et de l'enseignement des methodes Taguchi. Il enseigne l'ingenierie robuste au Rochester Institute of Technology et a contribue a la creation de materiels pedagogiques sur l'ingenierie robuste toujours utilises chez Eastman Kodak.
C.M. CREVELING, DFSS is Product Manager for Assembled Products and Project Manager/Master Consultant for a major Six Sigma Consulting firm, is responsible for new technology development and system engineering for Six Sigma programs. He was an Asst. Professor at Rochester Institute of Technology for four years. As a product development engineer, Creveling worked for Eastman Kodak and Heidelberg Digital for over 18 years. His books include Engineering Methods for Robust Product Design and Tolerance Design.

Sommaire

Preface
Acknowledgments
About the Authors
Introduction to Six Sigma for Marketing Processes
Measuring Marketing Performance and Risk Accrual Using Scorecards
Six Sigma-Enabled Project Management in Marketing Processes
Six Sigma in the Strategic Marketing Process
Six Sigma in the Tactical Marketing Process
Six Sigma in the Operational Marketing Process
Quick Review of Traditional DMAIC
Future Trends in Six Sigma and Marketing Processes
Glossary
Index

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Prentice Hall
Auteur(s)	Clyde M. Creveling, Lynne Hambleton, Burke McCarthy
Collection	Six Sigma for Innovation and Growth Series
Parution	31/03/2006
Nb. de pages	270
Format	15,5 x 23,5
Couverture	Relié
Poids	493g
Intérieur	Noir et Blanc
EAN13	9780131990081
ISBN13	978-0-13-199008-1