search query: @author Guaspari, J. / total: 4
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| Author: | Guaspari, J. |
| Title: | You want buy-in quality? Then you've got to sell it |
| Journal: | Management Review
1988 : JAN, VOL. 77:1, p.22-25 |
| Index terms: | QUALITY MARKETING CUSTOMERS |
| Language: | eng |
| Abstract: | It is a product that delivers significant improvements in profitability, productivity, and market share. The quality must be sold and marketed like any other "product". This is the key concept helping to avoid some of the quality improvement program pitfalls. In the centre of this new approach there is the Quality Message (QM). Some ineffective ways of positioning QM are mentioned and criticized: overemphasizing technical details, giving quality a bad name, describing QM in terms which are important to the company but not to the customers. The right and effective QM positioning concentrates on the value for the customer. |
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