IDEAS home Printed from https://ideas.repec.org/a/aza/jdmm00/y2014v2i4p315-322.html
   My bibliography  Save this article

Single source multi-channel marketing at Vitra

Author

Listed:
  • Wesselmann, Matthias

Abstract

The days in which companies competed solely on products alone are long since gone. This presents providers with numerous competitive challenges: products and offerings must continue to appeal and convince, while their customer communications and marketing have become critically important — across all types of media and channels. Vitra is a Swiss family-owned furniture manufacturer that relies on an integrated global marketing and communication system enabling its digital assets to be designed, customised and individualised simply, quickly and efficiently before being distributed efficiently across all channels. In order to achieve these objectives Vitra has opted for censhare’s digital asset management (DAM) system. This paper describes the requirements and the aims of the company, the criteria of the selection process, its DAM partners and the main data of the implementation, while also quantifying the benefits for the company.

Suggested Citation

  • Wesselmann, Matthias, 2014. "Single source multi-channel marketing at Vitra," Journal of Digital Media Management, Henry Stewart Publications, vol. 2(4), pages 315-322, March.
    • Handle: RePEc:aza:jdmm00:y:2014:v:2:i:4:p:315-322
    as

    Download full text from publisher

    File URL: https://hstalks.com/article/2519/download/
    Download Restriction: Requires a paid subscription for full access.
    File URL: https://hstalks.com/article/2519/
    Download Restriction: Requires a paid subscription for full access.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Keywords

    implementation; digital asset management; localisation; translation memory system; balanced scorecard;
    All these keywords.

    JEL classification:

    • M11 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Production Management
    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aza:jdmm00:y:2014:v:2:i:4:p:315-322. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Henry Stewart Talks (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.