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The Multichannel Challenge
Af: Lindsay Bruce, Rod Street, Hugh Wilson Engelsk Paperback
SPAR
kr 176
The Multichannel Challenge
Af: Lindsay Bruce, Rod Street, Hugh Wilson Engelsk Paperback
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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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.
Produktdetaljer
Sprog: Engelsk
Sider: 246
ISBN-13: 9780750687119
Indbinding: Paperback
Udgave:
ISBN-10: 0750687118
Kategori: Salg og marketing
Udg. Dato: 29 feb 2008
Længde: 20mm
Bredde: 242mm
Højde: 188mm
Oplagsdato: 29 feb 2008
Forfatter(e) Lindsay Bruce, Rod Street, Hugh Wilson


Kategori Salg og marketing


Sprog Engelsk


Indbinding Paperback


Sider 246


Udgave


Længde 20mm


Bredde 242mm


Højde 188mm

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