The Multichannel Challenge

Business & Finance, Management & Leadership, Management, Marketing & Sales
Cover of the book The Multichannel Challenge by Hugh Wilson, Rod Street, Lindsay Bruce, Taylor and Francis
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Author: Hugh Wilson, Rod Street, Lindsay Bruce ISBN: 9781136356704
Publisher: Taylor and Francis Publication: May 12, 2008
Imprint: Routledge Language: English
Author: Hugh Wilson, Rod Street, Lindsay Bruce
ISBN: 9781136356704
Publisher: Taylor and Francis
Publication: May 12, 2008
Imprint: Routledge
Language: English

While 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.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

While 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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