The Application of Benchmarking to Marketing

Autor:	Warren S. Martin, Wendy K. Martin
Rok vydání:	1996
Předmět:	Marketing Marketing management Total quality management Process (engineering) Computer science Benchmarking Operating expense Marketing research Corporation Throughput (business)
Zdroj:	Journal of Marketing Theory and Practice. 4:52-59
ISSN:	1944-7175 1069-6679
Popis:	A definition and explanation of benchmarking for total quality management demonstrates how this approach contributes to marketing thought and practice. The special considerations of marketing problems are highlighted along with the development of a systematic and analytical framework for the process of benchmarking. This framework begins with guidelines for selecting the most promising marketing processes in your firm for benchmarking. The next step is to break a process into activities. The third step is to analyze the activities considering such variables as throughput, capital and operating expenses and value added to the customer. The fourth step is to break selected activities into tasks and analyze the tasks. Finally, the workings of a process in another organization can be considered. Managerial implications for the overall process and consideration of how the results may impact the corporation operations are given.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::fac9391f1c0f5069e1b73a7b58b9d217 https://doi.org/10.1080/10696679.1996.11501732 Zobrazit plný text záznamu Plný text ve formátu PDF