The multichannel challenge : integrating customer experiences for profit / Hugh Wilson; Rod Street; Lindsay Bruce
By: Wilson, Hugh
Material type:
TextLanguage: English Publisher: Amsterdam : Elsevier, 2008Description: xxii, 218 p. : col. ill. ; 25 cmISBN: 9788131217795Subject(s): Street, Rod -- author | Bruce, Lindsay -- author | Marketing channels | Customer services | Organizational effectiveness | Kundenmanagement | MarketingDDC classification: 658.87 WIL
Contents:
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.
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| 658.87 VED Retail Management : Functional Principles and Practices | 658.87 VED Retail beyond detail : | 658.87 VED Retail beyond detail : | 658.87 WIL The multichannel challenge : | 658.8708 MAI Franchisinga Practical Guide for Franchisors | 658.8719 LEV Retailing Management | 658.8719 PRA Retailing Management : Text and Cases |
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.
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