TOTAL QUALITY IN MARKETING by William Clarence Johnson, Richard J. Chvala, Frank Voehl ( 9781884015137 )

Item Details

Title:

TOTAL QUALITY IN MARKETING

By:

William Clarence Johnson, Richard J. Chvala, Frank Voehl

Format:

Hardback

List price:

£135.00

Our price:

£121.50

Discount:

10% off

You save:

£13.50

ISBN 10:

1884015131

ISBN 13:

9781884015137

Availability:

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Stock:

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Publisher:

TAYLOR & FRANCIS LTD

Pub. date:

1 August, 1995

Pages:

294

Description:

This guide serves as an introduction to the subject of total quailty management in market research for those new to marketing and its applications.

Synopsis:

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.

Publication:

Imprint:

St Lucie Press

Returns:

Returnable

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