Customer Reviews

Six Sigma for Marketing Processes: An Overview for Marketing Executives, Leaders, and Managers

5 star:		(2)
4 star:		(0)
3 star:		(0)
2 star:		(0)
1 star:		(2)

 

 

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.

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.

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.

There is no explanation about marketing common tool with multi-regression or something tada mining. I was very discouraged. I would rather recommend Six Sigma standard textbook instead of this.