Nearly half of the top one hundred Fortune 500 companies use Six Sigma methodology in some part of their business. These companies have been among the top one hundred for five or more years and consistently report higher revenue and significantly higher profits than competitors. This underscores the impact on the cost side. Now the focus moves to revenue growth. Six Sigma consultant Clyde M. Creveling’s Design for Six Sigma in Technology and Product Development is the standard guide for product commercialization and manufacturing support engineers who want to apply Six Sigma methodology to technology development and product commercialization. Now, in Six Sigma for Marketing Processes, Creveling joins with Lynne Hambleton and Burke McCarthy to show the ways marketing professionals can adapt and apply those same Six Sigma concepts to create a lean marketing workflow built for growth. This book provides an overview of the way marketing professionals can utilize the value offered by Six Sigma tools, methods, and best practices, within their existing phase-gate processes, as well as the traditional Six Sigma problem-solving approach: define, measure, analyze, improve, control (DMAIC). It provides unique methods for employing Six Sigma to enhance the three marketing processes for enabling a business to attain growth: strategic, tactical, and operational. It goes further to demonstrate the way Six Sigma for marketing and Six Sigma for design can be combined into a unified Six Sigma for growth. In this book, you’ll learn how to apply Six Sigma methodology to <ul>
<li>Develop a lean, efficient marketing workflow designed for growth </li> <li>Enhance the three marketing arenas for growth: strategic, tactical, and operational </li> <li>Identify leading indicators of growth and become proactive about performance improvement </li> <li>Strengthen links between customers, products, and profitability </li> <li>Redesign marketing work to streamline workflow and reduce variability </li> <li>Assess and mitigate cycle-time risk in any marketing initiative or project </li> <li>Leverage DMAIC to solve specific problems and improve existing processes </li> <li>Use lean techniques to streamline repeatable processes, such as collateral development and trade-show participation</li> </ul>
Preface xv Acknowledgments xxiii About the Authors xxv Chapter 1: Introduction to Six Sigma for Marketing Processes 1 Chapter 2: Measuring Marketing Performance and Risk Accrual Using Scorecards 25 Chapter 3: Six Sigma-Enabled Project Management in Marketing Processes 45 Chapter 4: Six Sigma in the Strategic Marketing Process 63 Chapter 5: Six Sigma in the Tactical Marketing Process 117 Chapter 6: Six Sigma in the Operational Marketing Process 173 Chapter 7: Quick Review of Traditional DMAIC 209 Chapter 8: Future Trends in Six Sigma and Marketing Processes 229 Glossary 235 Index 261

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

Business & Money

Creveling, Clyde M.

Hambleton, Lynne

McCarthy, Burke

Management & Leadership

Pearson P T R

This reference is the first comprehensive how-to collection of Six Sigma tools, methodologies, and best practices. Leading implementer Lynne Hambleton covers the entire Six Sigma toolset, including more than 70 different tools—ranging from rigorous statistical and quantitative tools, to “softer” techniques. The toolset is organized in an easy-to-use, alphabetical encyclopedia and helps professionals quickly select the right tool, at the right time for every business challenge.  Hambleton systematically discusses which questions each tool is designed to answer; how the tool compares with similar tools; when to use it; how to use it step-by-step; how to analyze and apply the output; and which other tool to use with it. To further illustrate and clarify tool usage, she presents hundreds of figures, along with never-before-published hints, tips, and real-world, “out-of-the-box” examples.     Coverage includes   ·         Real-world guidance to help practitioners raise the most important questions and determine the best resolution  ·         Statistical techniques, including ANOVA, multi-vari charts, Monte Carlo simulations, normal probability plots, and regression analysis ·         Benchmarks, capability and cost/benefit analyses, Porter’s Five Forces, scorecards, stakeholder analysis, and brainstorming techniques ·         CPM, CTQ, FMEA, HOQ, and GOSPA  ·         GANTT, PERT chart, and other Six Sigma project management tools ·         7QC: cause and effect diagrams, checklists, control charts, fishbone diagram, flowchart, histogram, Pareto chart, process maps, run chart, scatter diagram, and the stratification tool ·         7M: AND, affinity diagrams, interrelationship diagrams, matrix diagrams, prioritization matrices, PDPC, and tree diagrams ·         Crystal Ball, Minitab, and Quality Companion 2 software to facilitate the use of statistical and analytical tools and more to help you become a more effective Six Sigma practitioner ·         This book is also available in a highly-searchable eBook format at www.prenhallprofessional.com/title/0136007376 and other online booksellers,.   To provide crucial context, Hambleton illuminates four leading methodologies: DMAIC, Lean Six Sigma, Design for Six Sigma, and Six Sigma for Marketing. She also presents ten electronic articles that are available for download at www.prehallprofessional.com. The articles cover proven Six Sigma best practices for accelerating growth and increasing profitability, including techniques for product development, commercialization, portfolio design, benchmark implementation, project management, and collection of customer requirements.      From start to finish, this bookdelivers fast, thorough and reliable answers—knowledge you’ll rely on in every Six Sigma project, for years to come.     Preface Introduction       Different Methods for Different Purposes Part I   Six Sigma Methodology Overview: Choosing the Right Approach to Address the Requirements Section 1           Define-Measure-Analyze-Improve-Control (DMAIC) Section 2           Lean and Lean Six Sigma Section 3           Design for Six Sigma (DFSS) Section 4           Six Sigma for Marketing (SSFM) Part II Six Sigma Tools and Techniques: Choosing the Right Tool to Answer the Right Question at the Right Time Encyclopedia     The Six Sigma Encyclopedia of Business Tools and Techniques Summary Tool Matrix A         Activity Network Diagram (AND) - 7M Tool Affinity Diagram - 7M Tool Analysis of Variance (ANOVA) Arrow Diagram B         Benchmarking Box Plots[md]Graphical Tool Brainstorming Technique C         Capability Analysis Cause and Effect Diagram - 7QC Tool Cause and Effect Prioritization Matrix Cause and Prevention Diagram Checklists - 7QC Tool Communication Plan Conjoint Analysis Control Charts - 7QC Tool Control Plan Cost / Benefit Analysis Critical Path Method (CPM) Critical-to-Quality (CTQ) D         Data Collection Matrix Design of Experiment (DOE) Dotplot F          Failure Modes and Effects Analysis (FMEA) 5-Whys Fault Tree Analysis Fishbone Diagram - 7QC Tool Flowchart - 7QC Tool G         Gantt Chart GOSPA (Goals, Objectives, Strategies, Plans and Actions) Graphical Methods H         Histogram - 7QC Tool House of Quality (HOQ) Hypothesis Testing I           Interrelationship Diagram - 7M Tool K         KJ Analysis L          Launch (or Transition) Plan  M        Market Perceived Quality Profile (MPQP) Matrix Diagrams -7M Tool Measurement System Analysis (MSA) Multi-Vari Chart Monte Carlo Simulation   N         Normal Probability Plot P          Pareto Chart - 7QC Tool PERT Chart Poka-Yoke Porter's 5 Forces Prioritization Matrices - 7M Tool Process Capability Analysis Process Decision Program Charts (PDPC) - 7M Tool Process Map (or Flowchart) - 7QC Tool Project Charter Pugh Concept Evaluation Q         Quality Function Deployment (QFD)  R        RACI Matrix (Responsible, Accountable, Consulted, Informed)    12 Real-Win-Worth (RWW) Analysis Regression Analysis Risk Mitigation Plan Rolled Throughput Yield Run Chart - 7QC Tool S          7M - Seven Management Tool 7QC - Seven Quality Control Tool Sampling           4 Scatter Diagram - 7QC Tool Scorecards SIPOC (Supplier-Input-Process-Output-Customer) SMART Problem & Goal Statements for a Project Charter Solution Selection Matrix Stakeholder Analysis Statistical Tools Stratification - 7QC Tool SWOT (Strengths-Weaknesses-Opportunities-Threats) T          Tree Diagram - 7M Tool TRIZ V          Value Stream Analysis Voice of Customer Gathering Te...

Treasure Chest of Six Sigma Growth Methods, Tools, and Best Practices: A Desk Reference Book for Innovation and Growth

PRENTICE/HALL

This reference is the first comprehensive how-to collection of Six Sigma tools, methodologies, and best practices. Leading implementer Lynne Hambleton covers the entire Six Sigma toolset, including more than 70 different tools—ranging from rigorous statistical and quantitative tools, to “softer” techniques. The toolset is organized in an easy-to-use, alphabetical encyclopedia and helps professionals quickly select the right tool, at the right time for every business challenge. Hambleton systematically discusses which questions each tool is designed to answer; how the tool compares with similar tools; when to use it; how to use it step-by-step; how to analyze and apply the output; and which other tool to use with it. To further illustrate and clarify tool usage, she presents hundreds of figures, along with never-before-published hints, tips, and real-world, “out-of-the-box” examples. Coverage includes · Real-world guidance to help practitioners raise the most important questions and determine the best resolution · Statistical techniques, including ANOVA, multi-vari charts, Monte Carlo simulations, normal probability plots, and regression analysis · Benchmarks, capability and cost/benefit analyses, Porter’s Five Forces, scorecards, stakeholder analysis, and brainstorming techniques · CPM, CTQ, FMEA, HOQ, and GOSPA · GANTT, PERT chart, and other Six Sigma project management tools · 7QC: cause and effect diagrams, checklists, control charts, fishbone diagram, flowchart, histogram, Pareto chart, process maps, run chart, scatter diagram, and the stratification tool · 7M: AND, affinity diagrams, interrelationship diagrams, matrix diagrams, prioritization matrices, PDPC, and tree diagrams · Crystal Ball, Minitab, and Quality Companion 2 software to facilitate the use of statistical and analytical tools and more to help you become a more effective Six Sigma practitioner · This book is also available in a highly-searchable eBook format at www.prenhallprofessional.com/title/0136007376 and other online booksellers,. To provide crucial context, Hambleton illuminates four leading methodologies: DMAIC, Lean Six Sigma, Design for Six Sigma, and Six Sigma for Marketing. She also presents ten electronic articles that are available for download at www.prehallprofessional.com. The articles cover proven Six Sigma best practices for accelerating growth and increasing profitability, including techniques for product development, commercialization, portfolio design, benchmark implementation, project management, and collection of customer requirements. From start to finish, this bookdelivers fast, thorough and reliable answers—knowledge you’ll rely on in every Six Sigma project, for years to come. Preface Introduction Different Methods for Different Purposes Part I Six Sigma Methodology Overview: Choosing the Right Approach to Address the Requirements Section 1 Define-Measure-Analyze-Improve-Control (DMAIC) Section 2 Lean and Lean Six Sigma Section 3 Design for Six Sigma (DFSS) Section 4 Six Sigma for Marketing (SSFM) Part II Six Sigma Tools and Techniques: Choosing the Right Tool to Answer the Right Question at the Right Time Encyclopedia The Six Sigma Encyclopedia of Business Tools and Techniques Summary Tool Matrix A Activity Network Diagram (AND) - 7M Tool Affinity Diagram - 7M Tool Analysis of Variance (ANOVA) Arrow Diagram B Benchmarking Box Plots[md]Graphical Tool Brainstorming Technique C Capability Analysis Cause and Effect Diagram - 7QC Tool Cause and Effect Prioritization Matrix Cause and Prevention Diagram Checklists - 7QC Tool Communication Plan Conjoint Analysis Control Charts - 7QC Tool Control Plan Cost / Benefit Analysis Critical Path Method (CPM) Critical-to-Quality (CTQ) D Data Collection Matrix Design of Experiment (DOE) Dotplot F Failure Modes and Effects Analysis (FMEA) 5-Whys Fault Tree Analysis Fishbone Diagram - 7QC Tool Flowchart - 7QC Tool G Gantt Chart GOSPA (Goals, Objectives, Strategies, Plans and Actions) Graphical Methods H Histogram - 7QC Tool House of Quality (HOQ) Hypothesis Testing I Interrelationship Diagram - 7M Tool K KJ Analysis L Launch (or Transition) Plan M Market Perceived Quality Profile (MPQP) Matrix Diagrams -7M Tool Measurement System Analysis (MSA) Multi-Vari Chart Monte Carlo Simulation N Normal Probability Plot P Pareto Chart - 7QC Tool PERT Chart Poka-Yoke Porter's 5 Forces Prioritization Matrices - 7M Tool Process Capability Analysis Process Decision Program Charts (PDPC) - 7M Tool Process Map (or Flowchart) - 7QC Tool Project Charter Pugh Concept Evaluation Q Quality Function Deployment (QFD) R RACI Matrix (Responsible, Accountable, Consulted, Informed) 12 Real-Win-Worth (RWW) Analysis Regression Analysis Risk Mitigation Plan Rolled Throughput Yield Run Chart - 7QC Tool S 7M - Seven Management Tool 7QC - Seven Quality Control Tool Sampling 4 Scatter Diagram - 7QC Tool Scorecards SIPOC (Supplier-Input-Process-Output-Customer) SMART Problem &amp; Goal Statements for a Project Charter Solution Selection Matrix Stakeholder Analysis Statistical Tools Stratification - 7QC Tool SWOT (Strengths-Weaknesses-Opportunities-Threats) T Tree Diagram - 7M Tool TRIZ V Value Stream Analysis Voice of Customer Gathering Techniques W Work Breakdown Structure (WBS) Y Y = f (X) Part III Best Practices Articles (Available for download when you register your book at www.informit.com) The Anatomy of Quality Loss in a Product The Anatomy of Variations in Product Performance Benchmarking — Avoid Arrogance and Lethargy Building Strength via Communities of Practice and Project Management Discovery-Based Learning Lean Six Sigma for Fast Track Commercialization High Risk-High Reward, Rapid Commercialization: PROCEED WITH CAUTION! Listening to the Customer First-Hand; Engineers Too The Practice of Designing Relationships A Process for Product Development Selecting Project Portfolios using Monte Carlo Simulation and Optimization Part IV Appendixes Appendix A Statistical Distribution Tables Appendix B Glossary Appendix C References Index

Treasure Chest of Six Sigma Growth Methods, Tools, and Best Practices: A Desk Reference Book for Innovation and Growth (Prentice Hall Six Sigma for Innovation and Growth Series)

Nearly half of the top one hundred Fortune 500 companies use Six Sigma methodology in some part of their business. These companies have been among the top one hundred for five or more years and consistently report higher revenue and significantly higher profits than competitors. This underscores the impact on the cost side. Now the focus moves to revenue growth. Six Sigma consultant Clyde M. Creveling’s Design for Six Sigma in Technology and Product Development is the standard guide for product commercialization and manufacturing support engineers who want to apply Six Sigma methodology to technology development and product commercialization. Now, in Six Sigma for Marketing Processes, Creveling joins with Lynne Hambleton and Burke McCarthy to show the ways marketing professionals can adapt and apply those same Six Sigma concepts to create a lean marketing workflow built for growth.   This book provides an overview of the way marketing professionals can utilize the value offered by Six Sigma tools, methods, and best practices, within their existing phase-gate processes, as well as the traditional Six Sigma problem-solving approach: define, measure, analyze, improve, control (DMAIC). It provides unique methods for employing Six Sigma to enhance the three marketing processes for enabling a business to attain growth: strategic, tactical, and operational. It goes further to demonstrate the way Six Sigma for marketing and Six Sigma for design can be combined into a unified Six Sigma for growth. In this book, you’ll learn how to apply Six Sigma methodology to    Develop a lean, efficient marketing workflow designed for growth  Enhance the three marketing arenas for growth: strategic, tactical, and operational  Identify leading indicators of growth and become proactive about performance improvement  Strengthen links between customers, products, and profitability  Redesign marketing work to streamline workflow and reduce variability  Assess and mitigate cycle-time risk in any marketing initiative or project  Leverage DMAIC to solve specific problems and improve existing processes  Use lean techniques to streamline repeatable processes, such as collateral development and trade-show participation  Preface xv Acknowledgments xxiii About the Authors xxv   Chapter 1: Introduction to Six Sigma for Marketing Processes 1 Chapter 2: Measuring Marketing Performance and Risk Accrual Using Scorecards 25 Chapter 3: Six Sigma-Enabled Project Management in Marketing Processes 45 Chapter 4: Six Sigma in the Strategic Marketing Process 63 Chapter 5: Six Sigma in the Tactical Marketing Process 117 Chapter 6: Six Sigma in the Operational Marketing Process 173 Chapter 7: Quick Review of Traditional DMAIC 209 Chapter 8: Future Trends in Six Sigma and Marketing Processes 229   Glossary 235 Index 261

Six Sigma for Marketing Processes: An Overview for Marketing Executives, Leaders, and Managers (Six Sigma for Innovation and Growth)

See the best price to sell, buy, or rent books by Hambleton, Lynne. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

Books by Hambleton, Lynne

See the best price to sell, buy, or rent books by Hambleton, Lynne. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

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

Treasure Chest of Six Sigma Growth Methods, Tools, and Best Practices: A Desk Reference Book for Innovation and Growth

Treasure Chest of Six Sigma Growth Methods, Tools, and Best Practices: A Desk Reference Book for Innovation and Growth (Prentice Hall Six Sigma for Innovation and Growth Series)

Six Sigma for Marketing Processes: An Overview for Marketing Executives, Leaders, and Managers (Six Sigma for Innovation and Growth)