Strategic marketing planning: a quality function deployment approach

Abstract

Explores the application of quality function deployment (QFD) concept in strategic marketing planning. First discusses the literature of quality control concepts and marketing concepts, and the current thinking in strategic marketing planning. Then proposes that the QFD concept can be an ideal approach in the strategic marketing planning. The QFD approach maximizes benefits for both customers and companies in the long run, by first determining the customer’s needs, and then translating these needs into corporate goals and marketing objectives. Based on these goals and objectives, marketing strategies and marketing tactics could be developed and implemented to ensure the customers’ needs are met and company’s objectives are obtained.

Citation

Hua Lu, M. and Kuei, C. (1995), "Strategic marketing planning: a quality function deployment approach", International Journal of Quality & Reliability Management, Vol. 12 No. 6, pp. 85-96. https://doi.org/10.1108/02656719510089948