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- Archived Lectures *These may not cover the latest advances in the field
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39 min
1. The multichannel challenge: channel combining for wealth- Prof. Hugh Wilson
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45 min
2. Laying the foundations for multichannel marketing through CRM strategy- Prof. Adrian Payne
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42 min
3. Developing multichannel marketing- Dr. Stan Maklan
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47 min
4. Managing marketing communication in a multichannel system- Prof. Don E. Schultz
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42 min
5. Integrating marketing communications- Mrs. Annette Kerlin
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57 min
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31 min
7. Organizing for multichannel sales and marketing- Mr. Bruce Carter
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43 min
8. DVLA - one of the UK's biggest online retailers: a multichannel story- Mr. Andrew Rhodes
Printable Handouts
Navigable Slide Index
- Introduction
- Agenda
- The elementary ingredients of success
- Objectives - nine 'get right's
- Fire - getting the change going
- Paint the vision and the prize clearly
- Use pathfinding pilots to prove the case
- Treat Multichannel change as a programme
- Earth - the metrics
- Create a customer metrics view
- Establish the baseline
- Measure individuals against their multichannel role
- Water - the customer view
- Be consistent with the customer
- Start where the customer is now
- Plan, communicate and review
- In conclusion
- Acknowledgments
Topics Covered
- How to organize for and implement changes in a multichannel strategy
- Building organization commitment for change
- Governance and management approach
- Metrics in the multichannel environment
- Aligning customers' channel use with the strategy
Talk Citation
Street, R. (2008, December 31). Making multichannel change work; realizing the potential gain [Video file]. In The Business & Management Collection, Henry Stewart Talks. Retrieved November 23, 2024, from https://doi.org/10.69645/PBRJ2018.Export Citation (RIS)
