The use of marketing analysis tools in the quality management system of enterprise products

Abstract

Purpose: the authors consider the actualization of issues in management of quality management systems. The effectiveness of quality management systems in modern conditions cannot be reach without marketing tools as a business philosophy.
Discussion: the authors come to the conclusion that the integration of marketing management and quality management does not happen in the Russian realities of doing business, so entrepreneur do not perform the international standards. The authors offer to eliminate inconsistencies through the approval of enterprise business orientation format and the targets of the quality management system subject to the functional marketing. Results: the researchers proposed to distribute the goals of using marketing analysis tools in the quality management system conformably with the chosen direction of business development. Likewise the authors suggest to reconstruct the basic strategic processes based on the construction of the «quality management cube» and to modify the liability matrix. The writers included in the management of separate management processes quality specific analytical marketing tools.