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- Title
LA CONCEPTION À L'ÉCOUTE DU MARCHÉ : UN OUTIL D'OPTIMISATION DU CAHIER DES CHARGES EN B TO B.
- Authors
Walser-Luchesi, Agnès; Calmelet, Laurence
- Abstract
Nowadays, within the framework of ISO 9001 certification, customer orientation associated with measurement of the efficiency of process, obliges companies to approach the marketing concept of the Customer Needs in their quality management system. This article shows a specific method of detecting customer needs, shared by the whole staff, which is called CEM "Concept Engineering Method". Its various phases are illustrated through examples of how CEM is applied to industrial marketing. The main objectives of CEM are to improve communication with the customer for the marketing department, and to help product teams turn customer needs into specific and measurable product specifications.
- Subjects
ISO 9001 Standard; COMPUTER software quality control standards; ISO 9000 Series Standards; CUSTOMER orientation; MARKETING strategy; TOTAL quality management
- Publication
Décisions Marketing, 2007, Issue 47, p47
- ISSN
0779-7389
- Publication type
Article
- DOI
10.7193/dm.047.47.59