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Total Quality in Marketing,Used
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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 processpreparing 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 qualityhow to operationalize in the context of both the management and marketing cycles. It demonstrates how to establish effective teambased practices as well as describes the pitfalls of quality programs that are introduced as standalone 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.
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