Wilson, Hugh
The multichannel challenge : integrating customer experiences for profit / Hugh Wilson; Rod Street; Lindsay Bruce - Amsterdam : Elsevier, 2008. - xxii, 218 p. : col. ill. ; 25 cm.
Introduction; The case for change (1): treat different customers differently (Case study: IBM); The case for change (2): channel combining for wealth (Case study: BT Major Business); The case for priority: picking win-winners (Case study: Intelligent Finance); The case for investment: mind the gap (Case study: General Motors --
two generations of multi-channel CRM); Executing channel change (Case studies: DVLA, First Direct); Multi-channel metrics: where's the customer gone? (Case study: Taylor Woodrow); Postlude: Future sense.
9788131217795
Street, Rod -- author
Bruce, Lindsay -- author
Marketing channels.
Customer services.
Organizational effectiveness.
Kundenmanagement.
Marketing.
658.87 WIL
The multichannel challenge : integrating customer experiences for profit / Hugh Wilson; Rod Street; Lindsay Bruce - Amsterdam : Elsevier, 2008. - xxii, 218 p. : col. ill. ; 25 cm.
Introduction; The case for change (1): treat different customers differently (Case study: IBM); The case for change (2): channel combining for wealth (Case study: BT Major Business); The case for priority: picking win-winners (Case study: Intelligent Finance); The case for investment: mind the gap (Case study: General Motors --
two generations of multi-channel CRM); Executing channel change (Case studies: DVLA, First Direct); Multi-channel metrics: where's the customer gone? (Case study: Taylor Woodrow); Postlude: Future sense.
9788131217795
Street, Rod -- author
Bruce, Lindsay -- author
Marketing channels.
Customer services.
Organizational effectiveness.
Kundenmanagement.
Marketing.
658.87 WIL
