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Dr. Reidenbach is the Director of the Six Sigma Marketing Institute. He is the architect of Six Sigma Marketing - a fact based disciplined approach for growing market share in targeted product/markets by providing superior value.
He is the author of over twenty books, his latest is Best in Market: The New Imperative for U.S. Manufacturing available as an ebook at isixsigma.com. Eric is a frequent contributor to Quality Digest and iSixsigma.com. He blogs about Six Sigma Marketing at www.sixsigmaiq.com.
R. Eric Reidenbach has written a book that the normal marketer can understand and realize the value of a defined improvement process like Six Sigma. He in a unique way reverses the table, so that a Six Sigma practitioner can understand his limits in improving the marketing discipline.
Eric takes the DMAIC process, the best known tool in Six Sigma and uses it rather than going off on a tangent and in un-chartered territory with other less used disciplines of Six Sigma. However, the real value of the book is his precise and accurate analysis of segmentation and channel management.
A book well written that I believe may become a staple in the bright future of using Six Sigma in the marketing field.
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