Six Sigma For Marketing Processes - resenha crítica

Sobre o microbook

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 toDevelop a lean, efficient marketing workflow designed for growthEnhance the three marketing arenas for growth: strategic, tactical, and operationalIdentify leading indicators of growth and become proactive about performance improvementStrengthen links between customers, products, and profitabilityRedesign marketing work to streamline workflow and reduce variabilityAssess and mitigate cycle-time risk in any marketing initiative or projectLeverage DMAIC to solve specific problems and improve existing processesUse lean techniques to streamline repeatable processes, such as collateral development and trade-show participationPreface xvAcknowledgments xxiiiAbout the Authors xxv Chapter 1: Introduction to Six Sigma for Marketing Processes 1Chapter 2: Measuring Marketing Performance and Risk Accrual Using Scorecards 25Chapter 3: Six Sigma-Enabled Project Management in Marketing Processes 45Chapter 4: Six Sigma in the Strategic Marketing Process 63Chapter 5: Six Sigma in the Tactical Marketing Process 117Chapter 6: Six Sigma in the Operational Marketing Process 173Chapter 7: Quick Review of Traditional DMAIC 209Chapter 8: Future Trends in Six Sigma and Marketing Processes 229 Glossary 235Index 261

Mais livros em

Esteja aqui

Dalai Lama

A Menina do Vale

Bel Pesce

Ainda dá!

Mario Sergio Cortella & Paulo Jebaili

O Catador de Sonhos

Geraldo Rufino

Van Gogh: a vida

Gregory White Smith & Steven Naifeh

The no-nonsense guide to language learning

Benny Lewis

Fantasma no sistema

Kevin Mitnick

Manual da CEO

Sharon Hadary

A regra é não ter regras: A Netflix e a cultura da reinvenção

Erin Meyer & Reed Hastings

A Vida de Dante Alighieri

12min Personalities