Principles and Practice of Marketing

Student name
Degree Programme (e.g. Business and Management (General))
International Business
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A CONCEPTUAL MODEL FOR GLOBAL MULTI-CHANNEL
CUSTOMER MANAGEMENT
MG1062 Principles and Practice of Marketing
Student ID #0803803
Submission date 2nd of March 2009
Word count: 978 words
Introduction
This piece of coursework will provide the summary and critical review of an article ‘’ A Conceptual Model for Global Multi-channel Customer Management’’ written by Ali et al., 2008. There will be number of researches undertaken using electronic Brunel University Library database. This coursework is divided into five sections. In section one there is an introduction of a coursework, in section two there is a summary of an article. In section three there is a critical review which provides good and bad points pointed out by the reader proving it by adding extra literature. In section four there is a conclusion and finally, the references list finishes this piece of work.
Summary
Many companies are not able to deliver effective and high standard services across all the different channels within the company. To ensure that all channels have the same good quality work done, company has to ensure that an effective Multi–channel customer management strategy is undertaken and used inside the organisation. Neslin et al., (2006)...

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