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| Author: | Quelch, J. Harris, B. |
| Title: | Six sigma comes to marketing |
| Journal: | European business forum EBF
2005 : AUTUMN, 22, p. 32-35 |
| Index terms: | marketing strategy |
| Language: | eng |
| Abstract: | Marketing departments have always shrugged off six sigma as a "penny wise, pound foolish" strategy that will kill creativity. But quality control programmes are starting to come into creative industries, with remarkable results. |
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