TY  - BOOK
AU  - Wilson, Hugh 
TI  - The multichannel challenge : : integrating customer experiences for profit 
SN  - 9788131217795
U1  - 658.87 WIL 
PY  - 2008///
CY  - Amsterdam : 
PB  - Elsevier
KW  - Street, Rod -- author
KW  - Bruce, Lindsay -- author 
KW  - Marketing channels.
KW  - Customer services.
KW  - Organizational effectiveness.
KW  - Kundenmanagement.
KW  - Marketing
N1  - 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
ER  -