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Is it really possible to apply quality standards such as "TQM" (Total Quality Management) and "zero defects" to the sprawling and diverse disciplines within marketing? According to Allan J. Magrath, a marketing executive with one of the world's leading-edge companies, not only is it possible, but it's become critical to marketing success.How to Achieve Zero-Defect Marketing presents a whole new way to approach and structure marketing operations. Discarding the time-honored "4P's" of marketing (product, price, promotion, place), Al Magrath views marketing instead as a process - a set of systems - that can be measured, tracked, and improved. He reorganizes our concept of marketing into these seven systems: 1. The Persuasion System (advertising and promotion); 2. The Selling System (sales strategies); 3. The Incentivizing System (pricing and discounting); 4. The Product Innovation System; 5. The Channel System (distribution); 6. The Logistics and Customer Service System; and 7. The Planning SystemHow to Achieve Zero-Defect Marketing explains how to custom-adapt quality concepts for each of the seven systems. When applied, these concepts vastly improve decision making, identify areas of marketing waste, and provide opportunities for better responsiveness to customers.Throughout the book, Magrath provides intriguing examples from over 200 organizations that have applied quality principles to their marketing efforts with excellent, measurable results. You'll find out how Apple increased its share of the Japanese computer market by six times through product innovation, improved distribution, and "hip" promotional licensing; how Visa Card sales of travelers' checks rose by $2.1 billion through aggressive advertising to selling agents for its travelers' checks rather than to consumers; how Hyatt had so much success with a pricing experiment involving special rates (grandparent weekends, single-parent rates, teenager outings) that these strategies have spun off as part of a completely new, low-waste, high-yield marketing campaign.How to Achieve Zero-Defect Marketing also supplies dozens of practical tools and creative tips, including action checklists, charts, and original models.The technology of quality is well-developed, but "few marketers have taken advantage of this way of looking at their performance," notes Magrath. How to Achieve Zero-Defect Marketing offers a golden opportunity for marketers to open their eyes and learn how to achieve optimized customer satisfaction with sustainable growth and profitability throughout every area of marketing.

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CONTENTS
Foreword / by James A. Belasco, Ph. D. = ⅸ
1 A Process Mind-Set for Marketers = 1
2 The Persuasion System = 16
3 The Selling System = 38
4 The Incentivizing System = 55
5 The Product Innovation System = 76
6 The Channel System = 95
7 The Logistics and Customer Service System = 114
8 The Planning System = 137
Epilogue Achieving Zero-Defect Marketing = 155
Index = 165