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Multichannel Challenge

Name: Multichannel Challenge
Brand: Taylor & Francis Ltd
SKU: 17871039
Price: 103326 HUF
Availability: InStock
Author: Hugh Wilson
ISBN: 9781138441040

Hugh Wilson

Language

English

Book Hardback

Libristo code: 17871039

Publishers Taylor & Francis Ltd, August 2017

While innovation in products and services continues apace, todays competitive strategy is equally b... Full description

Libristo code: 17871039

708 b

103 326 Ft

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While innovation in products and services continues apace, todays 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.