Publisher's Synopsis
Is it possible to apply the "technical" methodology, Zero-Defect Marketing, to the field of marketing? Not only is it possible, it is beginning to happen throughout the business world.;This book presents over 200 examples from innovative companies that are applying manufacturing standards such as zero-defects and continuous improvement directly to marketing. How To Achieve Zero-Defect Marketing is the first book to show how a new "process mindset" can help marketers improve results in seven different marketing it systems": advertising and promotion, logistics and customer service, selling strategies, pricing and discounting, planning, distribution and product innovation.;Bringing total quality to marketing helps marketers improve their decision making, focus on customers, and lower costs while achieving higher yields. With fascinating examples and action tips for immediate and long-term implementation, the book reveals how to shift into this new mindset that leads to improved results.
