Six Sigma Marketing

From Cutting Costs to Growing Market Share

R. Eric Reidenbach

• Publisher: ASQ Quality Press
• Year: 2009
• Print ISBN: 9780873897686
• eBook ISBN: 9780873891790
• Topic: Business
• Subtopic: Marketing
• Index: Business

Six Sigma Marketing challenges the way both the Six Sigma community and the marketing area think about business and the way they currently do business. It does so by providing a detailed and structured approach—one that is entirely data driven—to unleash the power of Six Sigma on the crucial need for revenue growth.Six Sigma Marketing (SSM) is a fact-based, data-driven disciplined approach to growing market share by providing targeted product/markets with superior value. It is organized around the following elements: Customer value is the driving strategic metric. It replaces the emphasis on customer satisfaction embraced by both Six Sigma and marketing, and provides a much stronger link to market-share gains and revenue increases.SSM has a unique set of powerful tools designed around the idea of customer value to concentrate the organization's efforts on both acquisition of new customers and retention of current customers.It uses a modified DMAIC (define, measure, analyze, improve, control) model that is not only very familiar to the Six Sigma community but also friendly to and easily understood by marketers.It strives to make marketing a more effective and efficient factor within the organization.Its goal is defect reduction. A defect is defined as failure to provide satisfactory customer events. Customers interact with an organization in many ways: sales, billing inquiries, service, repairs, parts, and so forth. Each event, or interaction, has the ability to increase or decrease their loyalty and hence the organization's market share.SSM expands the traditional view of marketing to include emphases not only on pricing, product, promotion, and distribution, but also on processes.SSM takes elements from both Six Sigma and marketing and forges them into a powerful and focused discipline designed to increase the enterprise's market share and top-line revenues. It is a structured approach that addresses the need for more effective and efficient marketing activities in order to achieve value proposition goals at lower costs. It represents what many have called the next generation in Six Sigma—one not focused solely on reducing costs or defects, but actually on increasing revenues and market share.COMMENTS FROM OTHER CUSTOMERS Average Customer Rating (5 of 5 based on 1 review) "Dr. Reidenbach has hit a transformational home run with this new book. My former company deployed Six Sigma Marketing to great success. Dr. Reidenbach was urged by some of our Black Belts to come up with a way to turn our investment in Six Sigma towards the objectives of growing revenues and increasing share. This he did and the process is well documented in his new book. Our market share took off and value became part of our culture. I find the discussion of the difference and use of customer satisfaction versus customer value to be of great utility. Companies that have already invested in Six Sigma will find Six Sigma Marketing as a great blueprint for extending their focus from cutting costs to growing market share. The format is highly user-friendly and one that is very familiar to Six Sigma practitioners. If you read only one business book this year, make it Six Sigma Marketing by Dr. Reidenbach." A reader in Perth, Australia

Table of contents

• Cover
• Title page
• CIP data
• Contents
• List of Figures
• Introduction
• Chapter 1 What Is SSM?
• Chapter 2 Value Drives SSM
• Chapter 3 Integrating Six Sigma and Marketing with the Competitive Planning Process
• Chapter 4 Define: Identifying Marketing Opportunities for Business Growth
• Chapter 5 Measure: Defining Value for Targeted Product/Markets
• Chapter 6 Analyze: Identifying Value Gaps
• Chapter 7 Improve: Closing/Growing Value Gaps
• Chapter 8 Control: Monitoring the Competitive Value Proposition and Customer Defects
• Chapter 9 Deploying SSM