Integrating qfd, ahp and benchmarking in strategic marketing

  • Lu M
  • Madu C
  • Kuei C
 et al. 
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Abstract

A study develops a strategic planning framework for long-range marketing policy making. This framework is used to explore the relationship between marketing orientation and total quality management and extends Kotler's model of 3 types of marketing strategic orientation on the perspective of total quality management. Two group consensus management techniques (quality function deployment and analytic hierarchy process) and competitive benchmarking are used to demonstrate how a particular company can make a decision on which strategic marketing orientation to adopt. The study also shows how a company can evaluate itself relative to its competitiors on the basis of strategic marketing orientation.

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