Quality assurance in marketing: setting action standards for better results
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London u.a.
McGraw-Hill
1994
|
| Schriftenreihe: | McGraw-Hill marketing for professionals series
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XIV, 375 S. graph. Darst. |
| ISBN: | 0077078764 |
Internformat
MARC
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Datensatz im Suchindex
| _version_ | 1804124577491582976 |
|---|---|
| adam_text | Contents
Series Foreword ix
Foreword xi
Acknowledgements xii
Preface xiii
1 What is quality assurance in marketing and why does it
matter? 1
The interrelationship of marketing and other company
functions 2
The concept of quality marketing 6
Developing a marketing quality system 6
Auditing the marketing quality system 9
2 Preparing for marketing quality assurance—starting
points for the marketing quality system 11
Advantages and misconceptions of marketing quality
assurance 11
The marketing quality system opportunity 13
3 Setting the rules—marketing quality management
principles 16
Key terms in general 16
Key terms in a quality marketing context 17
4 How marketing quality assurance will develop and
grow—the marketing quality system 20
Effective marketing organization structure 20
Implementation of marketing quality management 23
5 The marketing quality system begins with your team—
initiating the marketing quality system 27
Gaining support 27
Planning the introduction 30
vl Contents
6 Making it work—implementation of the marketing
quality system 33
6.1 Basic standards—marketing quality policy 35
Marketing objectives 35
Marketing policies 38
6.2 Basic standards—marketing quality system structure 41
Responsibility and authority 41
6.3 Job specifications 43
6.4 Marketing training and appraisal 80
6.5 Marketing operational procedures 87
Marketing information capture standards 87
Analysis of competitor activities 90
A basic marketing information system 94
Selecting and evaluating a research company 97
Information gathering methods 99
6.6 Product development 103
Product development standards 103
The new product development system and
procedures 104
Product performance review—system and
procedures 127
6.7 Product packaging 137
The product packaging audit 137
Briefing the packaging designer 137
6.8 Pricing 145
Pricing procedures 145
6.9 Product marketing planning 148
Product marketing planning procedures 148
The new product launch plan 149
The annual product marketing plan 154
A final word . . . 159
6.10 Selling standards 161
A basic salesforce control system 162
Salesforce recruitment 177
Appraisal of sales personnel 191
Termination of employment of sales personnel 198
Sales training 198
Managing the salesforce 206
Key customer management 211
Customer service 212
6.11 Communications standards 219
Advertising 220
Communications planning 241
Event marketing 245
Contents vll
Corporate image 246
Public relations planning 263
6.12 Marketing quality control 278
Marketing management 279
Product management 286
Sales management 293
6.13 Management reporting 298
6.14 Company marketing planning 319
Where does the marketing planning begin? 319
Preparing the company marketing plan 320
Implementing the marketing plan 331
A final word . . . 331
7 Control in practice—documentation of a marketing
quality system 332
8 Managing change—auditing the marketing quality
system 347
Scope of the audit 347
Preparation for the audit 348
Announcing the audit 349
Data collection 351
The marketing quality system and audit programme 356
Interim reviews and reports 364
Presentation to management 364
9 Controlling the successful marketing quality system—
a summary 368
Quality marketing performance standards 368
Index 371
|
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| author | Sparling, Keith |
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| dewey-full | 658.8/02 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8/02 |
| dewey-search | 658.8/02 |
| dewey-sort | 3658.8 12 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| format | Book |
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| illustrated | Illustrated |
| indexdate | 2024-07-09T17:47:53Z |
| institution | BVB |
| isbn | 0077078764 |
| language | English |
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| series2 | McGraw-Hill marketing for professionals series |
| spelling | Sparling, Keith Verfasser aut Quality assurance in marketing setting action standards for better results Keith Sparling London u.a. McGraw-Hill 1994 XIV, 375 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier McGraw-Hill marketing for professionals series Kwaliteitscontrole gtt Marketing gtt Marketing Quality control Quality assurance Marketing (DE-588)4037589-4 gnd rswk-swf Qualitätsmanagement (DE-588)4219057-5 gnd rswk-swf Qualitätssicherung (DE-588)4126457-5 gnd rswk-swf Qualitätskontrolle (DE-588)4047968-7 gnd rswk-swf Qualitätsaudit (DE-588)4176585-0 gnd rswk-swf Marketing (DE-588)4037589-4 s Qualitätsmanagement (DE-588)4219057-5 s DE-604 Qualitätssicherung (DE-588)4126457-5 s DE-188 Qualitätsaudit (DE-588)4176585-0 s Qualitätskontrolle (DE-588)4047968-7 s HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=006761395&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Sparling, Keith Quality assurance in marketing setting action standards for better results Kwaliteitscontrole gtt Marketing gtt Marketing Quality control Quality assurance Marketing (DE-588)4037589-4 gnd Qualitätsmanagement (DE-588)4219057-5 gnd Qualitätssicherung (DE-588)4126457-5 gnd Qualitätskontrolle (DE-588)4047968-7 gnd Qualitätsaudit (DE-588)4176585-0 gnd |
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| title | Quality assurance in marketing setting action standards for better results |
| title_auth | Quality assurance in marketing setting action standards for better results |
| title_exact_search | Quality assurance in marketing setting action standards for better results |
| title_full | Quality assurance in marketing setting action standards for better results Keith Sparling |
| title_fullStr | Quality assurance in marketing setting action standards for better results Keith Sparling |
| title_full_unstemmed | Quality assurance in marketing setting action standards for better results Keith Sparling |
| title_short | Quality assurance in marketing |
| title_sort | quality assurance in marketing setting action standards for better results |
| title_sub | setting action standards for better results |
| topic | Kwaliteitscontrole gtt Marketing gtt Marketing Quality control Quality assurance Marketing (DE-588)4037589-4 gnd Qualitätsmanagement (DE-588)4219057-5 gnd Qualitätssicherung (DE-588)4126457-5 gnd Qualitätskontrolle (DE-588)4047968-7 gnd Qualitätsaudit (DE-588)4176585-0 gnd |
| topic_facet | Kwaliteitscontrole Marketing Marketing Quality control Quality assurance Qualitätsmanagement Qualitätssicherung Qualitätskontrolle Qualitätsaudit |
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