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Six Sigma for Marketing Processes: An Overview for Marketing Executives, Leaders, and Managers by Clyde M. Creveling, Lynne Hambleton, Burke McCarthy

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8 Future Trends in Six Sigma and Marketing Processes

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The contribution that “science” provides to marketing is gaining momentum with the advent of improved technology (Customer Relationship Management [CRM] systems, sales automation and work-flow tools, Internet/web/wireless/digital), increased pace of change, and a “flattening” of the world (globalization). The combination of “art” and “science” will continue to be important to overall success, but marketing requires faster access to relevant data to help you make better fact-based decisions. Marketing would benefit from a universal language, structure, and common tool set to better collaborate ...

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