Publication detail

Benchmarking as marketing support

MILICHOVSKÝ, F.

Original Title

Benchmarking as marketing support

English Title

Benchmarking as marketing support

Type

journal article - other

Language

en

Original Abstract

The paper deals with question how production can be supported by marketing processes in industrial area focused on general engineering. Successfully marketing may be competitive advantage but there is not only method for correct comparison of companies in marketing field. Marketing is almost one of the most important processes in production and it activities support company sales. Except sales, marketing can support customer satisfaction as part of quality field. In engineering there is more important to apply marketing processes through it specificity. In this paper is main aim to give a view into marketing processes in engineering with help quality methods like Total Quality Management (TQM), benchmarking or EFQM excellence model. These methods are many, but by using several of them may be important competitive advantage.

English abstract

The paper deals with question how production can be supported by marketing processes in industrial area focused on general engineering. Successfully marketing may be competitive advantage but there is not only method for correct comparison of companies in marketing field. Marketing is almost one of the most important processes in production and it activities support company sales. Except sales, marketing can support customer satisfaction as part of quality field. In engineering there is more important to apply marketing processes through it specificity. In this paper is main aim to give a view into marketing processes in engineering with help quality methods like Total Quality Management (TQM), benchmarking or EFQM excellence model. These methods are many, but by using several of them may be important competitive advantage.

Keywords

performance, marketing efficiency, engineering, total quality management, benchmarking

RIV year

2010

Released

22.04.2010

Publisher

RTU Publishing House

Location

Riga Technical University

ISBN

1822-6515

Periodical

Economics and management-2007

Year of study

15

Number

15

State

LT

Pages from

678

Pages to

681

Pages count

4

Documents

BibTex


@article{BUT50127,
  author="František {Milichovský}",
  title="Benchmarking as marketing support",
  annote="The paper deals with question how production can be supported by marketing processes in industrial area focused on general engineering. Successfully marketing may be competitive advantage but there is not only method for correct comparison of companies in marketing field. Marketing is almost one of the most important processes in production and it activities support company sales. Except sales, marketing can support customer satisfaction as part of quality field. In engineering there is more important to apply marketing processes through it specificity. In this paper is main aim to give a view into marketing processes in engineering with help quality methods like Total Quality Management (TQM), benchmarking or EFQM excellence model. These methods are many, but by using several of them may be important competitive advantage.",
  address="RTU Publishing House",
  chapter="50127",
  institution="RTU Publishing House",
  number="15",
  volume="15",
  year="2010",
  month="april",
  pages="678--681",
  publisher="RTU Publishing House",
  type="journal article - other"
}