The Multichannel Challenge
Autor Hugh Wilsonen Limba Engleză Hardback – 2 aug 2017
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Specificații
ISBN-13: 9781138441040
ISBN-10: 113844104X
Dimensiuni: 189 x 246 mm
Greutate: 0.72 kg
Ediția:1
Editura: Taylor & Francis
Colecția Routledge
Locul publicării:Oxford, United Kingdom
ISBN-10: 113844104X
Dimensiuni: 189 x 246 mm
Greutate: 0.72 kg
Ediția:1
Editura: Taylor & Francis
Colecția Routledge
Locul publicării:Oxford, United Kingdom
Public țintă
Professional Practice & DevelopmentCuprins
Part 1 The case for multichannel; Chapter 1 The importance of channels; Chapter 2 Making multichannel a source of competitive advantage; Chapter 3 Multichannel diagnostic; Part 2 Developing multichannel strategy; Chapter 4 Defining the right channel combinations to offer; Chapter 5 Integrating the multichannel proposition; Chapter 6 Building the case for change; Part 3 Making multichannel work in practice; Chapter 7 Organising for successful change; Chapter 8 Tracking and measuring effectiveness; Chapter 9 Encouraging customers to use channels effectively;
Recenzii
“ ‘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
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
Notă biografică
Hugh Wilson, Rod Street, Lindsay Bruce
Descriere
Based on IBM's worldwide experience and the huge research reach of Cranfield, this guide is full of major international cases, guiding you to easy implementation. From strategy to metrics, it shows how the best companies blend and balance channels to maximum sales effect, and how you can apply this in your own organisation.