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.

Reviews

"...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

Book Information
ISBN 9781884015137
Author Frank Voehl
Format Hardback
Page Count 294
Imprint CRC Press Inc
Publisher Taylor & Francis Inc
Weight(grams) 500g