Integrating QFD, AHP and Benchmarking in Strategic Marketing

Min Hua Lu · Christian Ndubuisi Madu · Chu‐Hua Kuei · Dena Winokur

168 citations0/0 files storedJournal of Business and Industrial Marketing

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Quality Function Deployment in Product Design Marketing and Advertising Strategies Strategic Planning and Analysis

Abstract

Develops a strategic planning framework for long‐range marketing policy making. Uses this framework to explore the relationship between marketing orientation and total quality management and extends Kotler′s model of three types of marketing strategic orientation on the perspective of total quality management. Uses two group consensus management techniques (quality function deployment and analytic hierarchy process) and competitive benchmarking to demonstrate how a particular company can make a decision on which strategic marketing orientation to adopt. Furthermore, shows how a company can evaluate itself relative to its competitors on the basis of strategic marketing orientation.

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References

1985The Analytic Hierarchy Process 2000Marketing management: analysis. planning. implementation and control 1979Optimization by the Analytic Hierarchy Process 1992The Changing Role of Marketing in the Corporation 1988The House of Quality 2012Quality function deployment 1992The 4P Classification of the Marketing Mix Revisited

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2003A review of literature on benchmarking 2001Instituting the Marketing Concept in a Multinational Setting: The Role of National Culture 2007Prioritization of key performance indicators 1998Multicriteria inventory classification using a genetic algorithm 2011Multidimensional assessment of organizational performance: Integrating BSC and AHP 2004Fuzzy multiple objective programming framework to prioritize design requirements in quality function deployment 2003A methodology for selection problems with multiple, conflicting objectives and both qualitative and quantitative criteria

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