Integrating QFD, AHP and Benchmarking in Strategic Marketing

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.