Register your product to gain access to bonus material or receive a coupon.
This eBook includes the following formats, accessible from your Account page after purchase:
EPUB The open industry format known for its reflowable content and usability on supported mobile devices.
PDF The popular standard, used most often with the free Acrobat® Reader® software.
This eBook requires no passwords or activation to read. We customize your eBook by discreetly watermarking it with your name, making it uniquely yours.
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 to
Preface xv
Acknowledgments xxiii
About the Authors xxv
Chapter 1: Introduction to Six Sigma for Marketing Processes 1
Chapter 2: Measuring Marketing Performance and Risk Accrual Using Scorecards 25
Chapter 3: Six Sigma-Enabled Project Management in Marketing Processes 45
Chapter 4: Six Sigma in the Strategic Marketing Process 63
Chapter 5: Six Sigma in the Tactical Marketing Process 117
Chapter 6: Six Sigma in the Operational Marketing Process 173
Chapter 7: Quick Review of Traditional DMAIC 209
Chapter 8: Future Trends in Six Sigma and Marketing Processes 229
Glossary 235
Index 261
Introduction to Six Sigma for Marketing Processes
Download the Sample
Chapter related to this title.
Preface xv
Acknowledgments xxiii
About the Authors xxv
Chapter 1: Introduction to Six Sigma for Marketing Processes 1
Chapter 2: Measuring Marketing Performance and Risk Accrual Using Scorecards 25
Chapter 3: Six Sigma-Enabled Project Management in Marketing Processes 45
Chapter 4: Six Sigma in the Strategic Marketing Process 63
Chapter 5: Six Sigma in the Tactical Marketing Process 117
Chapter 6: Six Sigma in the Operational Marketing Process 173
Chapter 7: Quick Review of Traditional DMAIC 209
Chapter 8: Future Trends in Six Sigma and Marketing Processes 229
Glossary 235
Index 261
This book is reasonably short and is primarily intended as an overview for marketing executives, leaders, and managers. Anyone interested in the way Six Sigma tools, methods, and best practices enhance and enable these three marketing processes can benefit from this book. This book guides the reader in structuring a lean work flow for completing the right marketing tasks using the right tools, methods, and best practicesat the right time within the aforementioned processes. Yes, this book is all about Lean Six Sigma-enabled marketing.
DFSS and SSFM are integrating to form a unified approach for those who are commercializing products together. This book, in part, is "DFSS for Marketing Professionals." We go far beyond simply talking about product commercialization in this book. We set the stage for a comprehensive Six Sigma-enabled work flow for marketing _professionals. That work flow crosses the three process arenas we mentioned earlierportfolio renewal (strategic in-bound marketing), commercialization (tactical in-bound marketing), and product or service line management (operational out-bound marketing). That is why the logo for this book looks the way it does. Take a moment to reflect on that image and you will see our view of the way marketing work flow is structured in the text.
Chapters 2, "Measuring Marketing Performance and Risk Accrual Using Scorecards," and 3, "Six Sigma-Enabled Project Management in Marketing Processes," work closely together. Chapter 2 is about a system of integrated marketing scorecards that measure risk accrual from tool use to task completion to gate deliverables for any of the three marketing processes. Chapter 3 is a great way to get a project management view of how marketing teams can design and manage their work with a little help from some very useful Six Sigma tools (Monte Carlo Simulations and Project Failure Modes & Effects Analysis FMEA). Chapter 3 can help you lean out your marketing tasks and assess them for cycle-time risk.
Chapters 4," Six Sigma in the Strategic Marketing Process," 5," Six Sigma in the Tactical Marketing Process," and 6," Six Sigma in the Operational Marketing Process," contain more detailed views within each marketing process. The chapters lay out the gate requirements and gate deliverables within phase tasks and the enabling tools, methods, and best practices that help marketing teams complete their critical tasks. They offer a standard work set (a lean term) that can be designed into your marketing processes where you live on a daily basis. These chapters help you design your marketing work so you have efficient work flow and low variability in your summary results. This helps prevent problems and ultimately sustain growth. This is so because what you do adds value and helps assure your business cases reach their full entitlement. When business cases deliver what they promiseyou will grow.
Chapter 7, "Quick Review of Traditional DMAIC," provides a brief overview of the important classic Six Sigma problem-solving approach known as Define-Measure-Analyze-Improve-Control (DMAIC).
Chapter 8, "Future Trends in Six Sigma and Marketing Processes," wraps everything up quickly and succinctly. We know marketing professionals are very busy folks, so we try to get the right information to you in a few short chapters so you can help lead your teams to new performance levels as you seek to sustain growth in your business.
Traditional tools, methods and best practices from DMAIC and Design for Six Sigma we will adaptively use:
As you can see with at least 26 tools, methods, and best practices to creatively adapt and apply to marketing tasks within the flow of marketing work across an enterprise, there is a huge opportunity to prevent problems and achieve growth goals as we selectively design our marketing work.
Download the Index
file related to this title.
ErrorLocation | Error | Correction | DateAdded |
---|---|---|---|
piii | Capetown | Cape Town | 3/24/2008 |
piv | Rights and Contracts Department address updated ISBN-13 added |
fixed | 3/24/2008 |
pxxv | Clyde Skip Creveling bio updated | fixed | 3/24/2008 |
p261 | ymbols | Symbols | 3/24/2008 |