Year: 2014
Author: Teichert, Thorsten, Valentin, Mathias, Wauker, Sabrina
Der Betriebswirt, Vol. 55 (2014), Iss. 3 : pp. 21–26
Abstract
A structured Six-Sigma process is applied to align Marketing & Sales activities for the market introduction of a new product. Market research is used to establish a Management Cockpit. Measures enable customer segmentation at the PoS and guide sales personnel for targeting customers. Performance implications prove both short-term as well as long-term benefits.
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Journal Article Details
Publisher Name: Global Science Press
Language: German
DOI: https://doi.org/10.3790/dbw.55.3.21
Der Betriebswirt, Vol. 55 (2014), Iss. 3 : pp. 21–26
Published online: 2014-09
AMS Subject Headings: Duncker & Humblot, Deutscher Betriebswirte-Verlag GmbH
Copyright: COPYRIGHT: © Global Science Press
Pages: 6
Keywords: Unternehmensperformance Analyse-Phase measure phase improve phase define phase
Author Details
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| Section Title | Page | Action | Price |
|---|---|---|---|
| Thorsten Teichert / Mathias Valentin / Sabrina Wauker: Effektive Zielgruppenansprache am Point-of-Sale. Ergebnisse einer Studie zur marketingtechnischen Optimierung von Verkaufsgesprächen | 1 | ||
| Summary | 1 | ||
| 1 „Define“-Phase eines Six-Sigma Prozesses | 1 | ||
| 2 Measure-Phase | 1 | ||
| 3 Analyse-Phase | 2 | ||
| 4 lmprove-Phase | 3 | ||
| 5 Control – Zielabgleich | 3 | ||
| 6 Schlussfolgerungen | 5 | ||
| Literatur | 6 |