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Six Sigma for Marketing
Lynne Hambleton, Consultant, United States, Member
Six Sigma for Marketing (SSFM) is newest Six Sigma variant – drives growth. SSFM links interdependencies of strategic marketing, tactical & operational processes. It proactively drives growth (e.g. new offerings) in a balanced way, versus simply cutting costs. It includes "leading indicators" to identify potential issues and build-in prevention. If a marketing process is broken, incapable or out of control, then use one of the traditional Six Sigma approaches to improve or re-design it. Applicable beyond marketing to sales, strategic planning, customer operations & services, and finance.
References:
* Six Sigma in Marketing Processes - An Overview for Executives, Leaders and Marketing Managers; by CM Creveling, L. Hambleton, and B. McCarthy; Prentice-Hall, March 2006. ISBN-13: 978-0131990081. [Selected as a top 2006 business book by Booz-Allen.]
* Treasure Chest of Six Sigma Growth Methods, Tools & Best Practice; by L. Hambleton; Prentice-Hall, July 2007. ISBN-13: 978-0132300216.
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Six Sigma in Marketing Processes
Cesar Y. Yamuta
I have been looking for a book that would somehow provide good insights on the marketing process. Having the six sigma methodology come into the picture, I would think this should be a wonderful book, especially for those looking for a process-oriented approach in marketing. Seems like this could be it.
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Jagdish B Acharya
