Chapter 21Quality According to Drucker—It’s Not What You May Think

Quality is a very necessary and important part of the product or service that you offer, whether the product is an automobile or an airplane, potential candidates for a job, or due diligence accomplished by a consultant, attorney, or accountant prior to an acquisition. Yet too many marketers either don’t understand what quality is for their customer, or they don’t know how to express it to prospects in presenting it as an advantage to a customer, or both. Yet quality and its presentation are very important aspects of marketing. Durability is part of quality. So is the speed at which your service is provided and the other advantages you provide above those offered by your competitors—your ...

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