Move over TQM! Benchmarking is the new tool for the '90s.
Communication World › Vol. 11 Nbr. 6, June 1994
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Summary
Total quality management
Benchmarking is replacing total quality management (TQM) as the management tool for improvement in the 1990s. This is especially true in the area of communications, where TQM had limited success due to the difficulty of measuring communications achievements. Communications initiatives should be evaluated in terms of whether or not their objectives of either raising awareness or generating leads are met. Effective benchmarking rests on the establishment of specific measures of success, the use of which will allow comparison of a company's communications campaigns with the performance of other firms'. After choosing a benchmark or competitor to compare grades against, communicators should decide either to use a benchmarking system based on exposure measurement or awareness measurement. Finally, the conclusions derived from the exercise should yield timely recommendations for top management.See the full content of this document
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Move over TQM! Benchmarking is the new tool for the '90s.
For most of the 20th century, business and industry has followed the maxim: "If it ain't broke, don't fix it." Now a new breed of communicators is helping organizations meet the challenges of the 21st century by following a new theme: "If it isn't perfect, don't stop improving."
Benchmarking is to the '90s what Total Quality Management was to the '80s -- an overused buzzword, but one with ...See the full content of this document
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