by Clyde M. Creveling, Lynne Hambleton, Burke McCarthy
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Product Description
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 *Develop a lean, efficient marketing workflow designed for growth *Enhance the three marketing arenas for growth: strategic, tactical, and operational *Identify leading indicators of growth and become proactive about performance improvement *Strengthen links between customers, products, and profitability *Redesign marketing work to streamline workflow and reduce variability *Assess and mitigate cycle-time risk in any marketing initiative or project *Leverage DMAIC to solve specific problems and improve existing processes *Use lean techniques to streamline repeatable processes, such as collateral development and trade-show participation 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
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Average Customer Review:
0 of 0 people found the following review helpful:
 Good to Great, 2007-07-25
These disciplines are what take a company from "Good to great". The book is intense and filled with priceless intelligence that can make your organization a global force and remind you that only hard work and efficacy will get you there.
3 of 4 people found the following review helpful:
New idea; new approach, 2006-09-15
This book, Six Sigma for Marketing Processes, differs from most Six Sigma books. Its purpose is to introduce 3 new proactive methods to focused on improving core marketing / business process areas: Strategic Planning (for Portfolio Renewal), Tactical Offering Development & Launch Preparation (developing an offering), and Operational in a Post-Launch environment (managing an offering through its lifecycle). It mentions the importance of the more traditional Six Sigma methods, and discusses selecting and using the appropriate method at the right time, for the right business need.
14 of 17 people found the following review helpful:
 Misleading description - not DMAIC / DMADV, 2006-06-12
As a Six Sigma Black Belt in an organization that is looking to expand outside of operations, I thought this would be a good book to give me some examples to help sell Six Sigma to my marketing colleagues. But rather than show how DMAIC can improve marketing cycle time, productivity, ROI, etc or how DMADV can lead to better new product launches, it laid out three stage-gated processes to run a marketing organization. DMADV / DFSS was barely mentioned, if at all. This book will not help a marketing organization implement traditional Six Sigma and it will not help a current Six Sigma practioner expand their program to Marketing.
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