Wilson, Hugh, 1962-
The multichannel challenge integrating customer experiences for profit / [[Book] :] Hugh Wilson, Rod Street and Lindsay Bruce. - 1st ed. - Amsterdam : Elsevier/Butterworth-Heinemann, c2008. - xxii, 218 p. : col. ill. ; 25 cm.
Includes bibliographical references and index.
So what is multichannel? -- Pt. 1. case for multichannel -- 1. importance of channels -- 2. Making multichannel a source of competitive advantage -- 3. Multichannel diagnostic -- Pt. 2. Developing multichannel strategy -- 4. Defining the right channel combinations to offer -- 5. Integrating the multichannel proposition -- 6. Building the case for change -- Pt. 3. Making multichannel work in practice -- 7. Organising for successful change -- 8. Tracking and measuring effectiveness -- 9. Encouraging customers to use channels effectively.
0750687118 9780750687119
Marketing channels.
Customer services.
Organizational effectiveness.
HF5415.129 / .W55 2008
658.872
658.872 / W M
The multichannel challenge integrating customer experiences for profit / [[Book] :] Hugh Wilson, Rod Street and Lindsay Bruce. - 1st ed. - Amsterdam : Elsevier/Butterworth-Heinemann, c2008. - xxii, 218 p. : col. ill. ; 25 cm.
Includes bibliographical references and index.
So what is multichannel? -- Pt. 1. case for multichannel -- 1. importance of channels -- 2. Making multichannel a source of competitive advantage -- 3. Multichannel diagnostic -- Pt. 2. Developing multichannel strategy -- 4. Defining the right channel combinations to offer -- 5. Integrating the multichannel proposition -- 6. Building the case for change -- Pt. 3. Making multichannel work in practice -- 7. Organising for successful change -- 8. Tracking and measuring effectiveness -- 9. Encouraging customers to use channels effectively.
0750687118 9780750687119
Marketing channels.
Customer services.
Organizational effectiveness.
HF5415.129 / .W55 2008
658.872
658.872 / W M