INTRODUCTION TO IX SIGMA FOR MARKETING （介绍第九σ营销）.pdfVIP

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INTRODUCTION TO IX SIGMA FOR MARKETING （介绍第九σ营销）.pdf

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INTRODUCTION TO IX SIGMA FOR MARKETING （介绍第九σ营销）

CREVELING_CH01_013199008X.qxd 01/20/2006 19:11 Page 1 1 INTRODUCTION TO SIX SIGMA FOR MARKETING PROCESSES Marketing in Product Portfolio Renewal, Commercialization, and Post-Launch Product Line Management Inbound Marketing Post-Launch Product Line Product Portfolio Management and Sales Renewal Strategic Marketing Outbound Marketing Processes Operational Tactical Product Commercialization CREVELING_CH01_013199008X.qxd 01/20/2006 19:11 Page 2 2 SIX SIGMA FOR MARKETING PROCESSES Growth and Innovation Imagine the possibilities if you possessed a crystal ball that let you predict the future. You would know what will work and what won’t work to create and sustain growth. You would know when to correct for competitive and environmental changes and how to prevent going off-course. Is this a fantasy? Can a business predict (with some certainty) what will drive success and how to stay on the right track? We believe the answer is yes. The appropriate data can inform exec- utives, with high probability, whether the critical elements of the business are performing as planned to achieve desired results. Performance against plan is how a business typically defines suc-