The Multichannel Challenge (Paperback)
  • The Multichannel Challenge (Paperback)
zoom

The Multichannel Challenge (Paperback)

(author), (author), (author)
£38.99
Paperback 246 Pages / Published: 29/02/2008
  • We can order this

Usually dispatched within 3 weeks

  • This item has been added to your basket
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.

Publisher: Taylor & Francis Ltd
ISBN: 9780750687119
Number of pages: 246
Weight: 678 g
Dimensions: 248 x 191 x 14 mm


MEDIA REVIEWS
" `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

You may also be interested in...

How Brands Grow
Added to basket
£22.50
Hardback
The Sell
Added to basket
£14.99
Paperback
Contagious
Added to basket
£8.99
Paperback
The Hero and the Outlaw
Added to basket
Selling to Win
Added to basket
£14.99
Paperback
Hooked
Added to basket
£12.99
Hardback
Essentials of Marketing
Added to basket
The Economist: Marketing
Added to basket
The Fire Engine That Disappeared
Added to basket
Branding For Dummies
Added to basket
Marketing Strategy and Management
Added to basket
Marketing For Dummies
Added to basket
Hegarty on Creativity
Added to basket

Reviews

Please sign in to write a review

Your review has been submitted successfully.