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Marketing Planning in a Total Quality Environment is a how-to book
designed for the marketing practitioner. It provides detailed
information on how to prepare and implement a marketing plan based
in a total quality environment.For the last twenty years, the
authors, as marketing practitioners and educators, have been deeply
involved in the planning processes of many corporations. This book,
Marketing Planning in a Total Quality Environment, is the product
of what they've learned over the years from working with these
diverse corporations and their executives. The authors provide
readers with each step in the total quality planning process,
complete with check sheets and plan formats. After readers finish
the book, they can prepare a quality-driven marketing plan that
will be used and followed throughout the year--instead of becoming
a shelf item.This book is for you and the many other marketing
professionals who are faced with one or more of these situations:
You're doing a good job, but you'd like to do even better. You're
spending valuable time putting out fires. You lack time to do the
things that need to be done. You're always having a hard time
coordinating major marketing programs. You're faced with a major
discrepancy between where you are and where you'd like to be;
you've got a planning gap. You realize that you've got to offer
your customers more quality if you're going to be competitive in
the new market environment. You'd like to have a professional
annual marketing plan--one that will be well received by management
and will also keep you and your staff focused throughout the year.
Because each step on how to develop a marketing plan is covered,
Marketing Planning in a Total Quality Environment is ideal for
presidents of smaller firms, marketing directors and planners,
product managers, and planning specialists. The authors include a
sample fact book which can be used to store and analyze data,
planning forms which help convert data into information, and
marketing plan formats which ensure that the plan will get used.
Marketing Planning in a Total Quality Environment is a how-to book
designed for the marketing practitioner. It provides detailed
information on how to prepare and implement a marketing plan based
in a total quality environment.For the last twenty years, the
authors, as marketing practitioners and educators, have been deeply
involved in the planning processes of many corporations. This book,
Marketing Planning in a Total Quality Environment, is the product
of what they've learned over the years from working with these
diverse corporations and their executives. The authors provide
readers with each step in the total quality planning process,
complete with check sheets and plan formats. After readers finish
the book, they can prepare a quality-driven marketing plan that
will be used and followed throughout the year--instead of becoming
a shelf item.This book is for you and the many other marketing
professionals who are faced with one or more of these situations:
You're doing a good job, but you'd like to do even better. You're
spending valuable time putting out fires. You lack time to do the
things that need to be done. You're always having a hard time
coordinating major marketing programs. You're faced with a major
discrepancy between where you are and where you'd like to be;
you've got a planning gap. You realize that you've got to offer
your customers more quality if you're going to be competitive in
the new market environment. You'd like to have a professional
annual marketing plan--one that will be well received by management
and will also keep you and your staff focused throughout the year.
Because each step on how to develop a marketing plan is covered,
Marketing Planning in a Total Quality Environment is ideal for
presidents of smaller firms, marketing directors and planners,
product managers, and planning specialists. The authors include a
sample fact book which can be used to store and analyze data,
planning forms which help convert data into information, and
marketing plan formats which ensure that the plan will get used.
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