M-BAMB RIDING THE MULTI-CHANNEL WHIRLWIND WEBB G. Księgarnia

THE M-BOMB

The Internet bubble has burst, hasn't it? The fluff and nonsense is all over and we can get back to serving customers and building brands the way we used to.

WRONG!

The hopeless Internet plays have drawn our eyes away from the real threat that has crept into the markets. The multichannel game is on. A far more dangerous and subtle game.

The simple e-commerce experiments are giving way to highly credible and profitable services that use Internet technologies to unlock the potential of hugely successful traditional brands. Weaving the new with the old, the leaders are creating remarkable services that meet real customer needs and make money - lots of it. Businesses like Wal-Mart, Citigroup, Sony, Carrefour, Tesco and GE are rumbling into action and are threatening established players in every sector. Many of the best brands in the world are hopelessly ill-equipped for the challenge.

The M-Bomb represents the multi-channel challenge which is forcing businesses to equip themselves to deliver products and services efficiently to the home and on the high street, online and through traditional sales channels. Another product, another channel, another market, no problem. Failure to meet this challenge at low cost means certain extinction.

GeoffWebb brings his huge experience from hundreds of bricks and mortar and e-business innovations to offer a comprehensive guide for businesses to help them survive the M-Bomb and thrive in the world to come. Winning companies must reorganise themselves to successfully manage clicks, bricks and other tricks smoothly and profitably. Customers will expect to be served in any way they choose - at no extra charge. With examples from financial services, manufacturing, retail, telecoms and the food industry, The M-Bomb is the first practical guide to the next five years of business.

Geoff Webb backs up every insight, every assertion, every must-do and every bear-trap with a living example from the markets and his vast international business.

"For nearly 20 years I have watchedGeoff challenge and change conventional business wisdom. His writing captures his management style, intelligent, fast, hard-edged, intolerant of 'fluffy' thinking but with just enough humour to make it all acceptable. The M- Bomb brings together his experience and his vision for building dynamic competitive edge in a pragmatic and deeply thought provoking way: mercifully it is also entertaining. Read it and be prepared to change the way you think!"

IAIN FERGUSON, CHAIRMAN, BIRDS EYEWALLS

"First the phoney war, then the M-Bomb. Geoff Webb has written the definitive survival guide to this new war zone for all brand owners who care for their precious assets."

JOHN MSUNDERLAND, CHAIRMAN, CADBURYSCHWEPPES

194 pages

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