Tekijä:Guaspari, J.
Otsikko:You want buy-in quality? Then you've got to sell it
Lehti:Management Review
1988 : JAN, VOL. 77:1, p.22-25
Asiasana:QUALITY
MARKETING
CUSTOMERS
Kieli:eng
Tiivistelmä: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.
SCIMA tietueen numero: 69764
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