This text offers managers a practical, step-by-step system for assuring quality in all areas of their business: from product design to manufacture, from sales to customer service, from planning to implementing strategy and long range plans. It teaches managers to pay attention to the 4 customers every company has but frequently ignores: employees, suppliers, shareholders and end-users. The author emphasizes application of his techniques through case studies of the fictitious Electronic Widget Co, examples, charts, sample policies and plans, and workable process models.