The Multichannel Challenge
Integrating Customer Experiences for Profit
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Multichannel Challenge by Hugh Wilson
Book DescriptionWhile 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.
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Book DetailsISBN: 9780750687119
(246mm x 189mm x 14mm)
Imprint: Butterworth-Heinemann Ltd
Publisher: Taylor & Francis Ltd
Publish Date: 29-Feb-2008
Country of Publication: United Kingdom
Books By Author Hugh Wilson
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A fully revised and updated 8th edition of the highly renowned international bestseller The 8th edition of this highly acclaimed bestseller is thoroughly revised with every chapter having been updated with special attention to the latest developments in marketing.
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Presents a blueprint for the marketing process to address second-generation changes brought about by technological development and the associated 'information revolution'. This book focuses on: how marketing must integrate the interactive environment from the outset; how the choice of channels changes the offer and customer contact, among others.
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Author Biography - Hugh Wilson
By Hugh Wilson, Director of the Centre for e-Marketing at Cranfield School of Management, UK; Rod Street, Head of Customer Management, IBM Business Consulting, UK; and Lindsay Bruce, Research Fellow, Cranfield School of Management, UK
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