The Multichannel Challenge

Book Name : The Multichannel Challenge

By by Hugh Wilson, Rod Street, Lindsay Bruce

Sub Title : NA

Written by : by Hugh Wilson, Rod Street, Lindsay Bruce

Subject Category : Economics

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about this book

While innovation in products and services continues apace, today’s competitive strategy is equally based on innovation in the route to market. Tesco.com, Direct Line, First Direct and easyJet are just a few examples of innovative channel strategies as a key component of the value proposition. We find ourselves in a multi-channel world. This book is drawn from the experience of major companies such as IBM, First Direct, Taylor Woodrow and BT. Lessons are explained clearly: be Multi not multiple; channels as weapons; think combinations; design from the top, but think people and measure it. The key concepts are backed by carefully tested practical advice from making organisational change to understanding channel metrics. Based on work from Cranfield's world leading Customer Management Forum, this is the essential practical guide for senior management in key areas like marketing, sales, customer services and strategy. Taylor and Francis; April 2008 ISBN 9781136356711 Read online, or download in secure PDF or secure EPUB format Title: The Multichannel Challenge Author: Hugh Wilson; Rod Street; Lindsay Bruce Imprint: Routledge Subject categories Economics > Commerce Business > Management Business > Marketing Business and Commerce > Business > Marketing. Distribution of products Professions and Applied Sciences Business > Strategic Planning ISBNs 0080570127 9780750687119 9780080570129 9781136356711 9781136356667 9781136356704 In The Press “ 'Should we improve customer experience or reduce channel costs?’ Through the breakthrough concept of channel chains, this influential team shows how we can do both at the same time, with startling results. A wake-up call that's useful, fresh, and above all, practical.” Don Peppers and Martha Rogers, Ph.D., authors of Rules to Break and Laws to Follow and co-founders of Peppers & Rogers Group “Raises multichannel customer management to another level with a complete toolbox of concepts, cases and techniques. A great piece of work. Excellent writing, too.” Don Schultz, Professor Emeritus-in-Service of Integrated Marketing Communication, Northwestern University

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Related subjects

Economics - Commerce Business - Management Business - Marketing Business and Commerce - Business - Marketing. Distribution of products Professions and Applied Sciences Business - Strategic Planning

ISBN

0080570127 - 9780750687119 - 9780080570129 - 9781136356711 - 9781136356667 - 9781136356704

In The Press:

“ 'Should we improve customer experience or reduce channel costs?’ Through the breakthrough concept of channel chains, this influential team shows how we can do both at the same time, with startling results. A wake-up call that's useful, fresh, and above all, practical.” Don Peppers and Martha Rogers, Ph.D., authors of Rules to Break and Laws to Follow and co-founders of Peppers & Rogers Group “Raises multichannel customer management to another level with a complete toolbox of concepts, cases and techniques. A great piece of work. Excellent writing, too.” Don Schultz, Professor Emeritus-in-Service of Integrated Marketing Communication, Northwestern University

Imprint

Routledge