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- Publisher
- Emerald Publishing
- Copyright
- Copyright © 1995 MCB UP Ltd. All rights reserved.
- ISSN
- 0265-671X
- DOI
- 10.1108/02656719510089948
- Publisher site
- See Article on Publisher Site
Abstract
Explores the application of quality function deployment (QFD) concept in strategic marketing planning. First discusses the literature of quality control concepts and marketing concepts, and the current thinking in strategic marketing planning. Then proposes that the QFD concept can be an ideal approach in the strategic marketing planning. The QFD approach maximizes benefits for both customers and companies in the long run, by first determining the customer’s needs, and then translating these needs into corporate goals and marketing objectives. Based on these goals and objectives, marketing strategies and marketing tactics could be developed and implemented to ensure the customers’ needs are met and company’s objectives are obtained.
Journal
International Journal of Quality & Reliability Management – Emerald Publishing
Published: Aug 1, 1995
Keywords: Marketing strategy; Quality control; Quality function deployment