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Six Sigma in marketing and marketing research

Date of publication: September 22, 2002

Catalogue: ESOMAR Congress 2002: Consolidation Or Renewal?

Authors: Hara Prasad Nanda, Niloy Sanyal

Abstract:

The objective of this paper is to highlight the impact Six Sigma philosophy is having in the field of marketing and the opportunities and challenges thus facing marketing research. Six Sigma concepts are revolutionizing the marketing process and, using case studies, the application of marketing research in the structure of Six Sigma is demonstrated.

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