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Marketing Six Sigma

In: Six Sigma for Organizational Excellence

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  • K. Muralidharan

    (M. S. University of Baroda, Department of Statistics, Faculty of Science)

Abstract

Six Sigma is a flexible methodology that can be applied successfully to the out of production processes. Even though originated in manufacturing sector, this method has been successfully applied to other organizational areas such as accounting and finance, sales and marketing, information systems, and human resource management. In this era of economic slowdown, organizations expect high return on investment (ROI) from every business function. Productivity of sales and marketing processes has always remains questionable. In order to justify significance of sales and marketing process compared to other business process to generate significant ROI, structured approach is required that alters the way of looking toward sales and marketing from merely creative field to the structured process-based approach. Application of Six Sigma to sales and marketing provides channel to the creativity that results in high ROI. Different tools and techniques based on application of Six Sigma in marketing process have been discussed in this article with their key performance indicators (KPI) and performance evaluation matrices.

Suggested Citation

  • K. Muralidharan, 2015. "Marketing Six Sigma," Springer Books, in: Six Sigma for Organizational Excellence, edition 127, chapter 0, pages 533-547, Springer.
    • Handle: RePEc:spr:sprchp:978-81-322-2325-2_14
    DOI: 10.1007/978-81-322-2325-2_14
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