Six Sigma Marketing and Productivity Improvement

By : K. Muralidharan, Neha Raval

Page No: 107-114

Abstract
Six Sigma is considered to be one of the most powerful quality improvement programmes applied successfully to most of the organizational areas. Productivity of sales and marketing processes has always remained a vital component of Six Sigma quality implementation. In order to justify this, sales and marketing processes should work efficiently to generate high return of investment. Six Sigma Marketing is defined as a factbased data-driven disciplined approach to grow market share by providing targeted product/markets with superior value. This article studies a structured approach to productivity improvement by integrating two concepts like Six Sigma and Marketing. The DMAIC philosophy associated with Six Sigma Marketing is presented in detail. The importance of supply chain in Six Sigma Marketing is emphasized.

Authors :
K. Muralidharan : Department of Statistics, Faculty of Science, The Maharajah Sayajirao University of Baroda, Gujarat, India.
Neha Raval : Department of Statistics, Faculty of Science, The Maharajah Sayajirao University of Baroda, Gujarat, India.