Beyond advertising : reaching customers through every customer touchpoint

Author

• Wind, Yoram (Jerry)

Additional Author(s)

• Hays, Catharine Findiesen

Publisher

Hoboken, New Jersey: John Wiley & Sons Ltd, 2016

Language

English

ISBN

9781119170457

Series

Subject(s)

• ADVERTISING
• COMMUNICATION IN MARKETING
• CUSTOMER RELATIONS

Notes

. .

Abstract

The fundamental relationships among brands, media, and people are being transformed, and just as we try to adapt, along comes a new disruption. Are you and your organization prepared to deal with today’s unprecedented speed and scope of technological change?
Beyond Advertising provides a business transformation road map for an aspirational future, based on the insights of more than 200 of the world’s most forward-thinking executives, innovators, and academics all grappling with today’s unique challenges and opportunities.
This book offers a concrete set of principles, including The All Touch-point Value Creation Model, designed to lift us out of reactive thinking and encourage the co-creation of a future better for business, better for people, and better for society. Actionable steps include:
• Holistically orchestrate and allocate resources across all touch-points
• Redefine expectations of success to align for multi-win outcomes
• Provide every stakeholder at all touch-points a R.A.V.E.S. standard of content: relevant and respectful, actionable, valuable, exceptional experiences, and a share-worthy story
• Develop all touch-points to maximize the M.A.D.E.s value of context: the complete person, the features of the delivery platform, the dynamic environment, and synergies with other touch-points

Physical Dimension

Number of Page(s)

1 online resource (xxiv, 261 p.)

Dimension

-

Other Desc.

-

Summary / Review / Table of Content

Acknowledgements xv
Preface: Who Should Read This Book? xxi
Part I: The Motivation for Change 1
Chapter 1: The Five Forces Driving the Need for Change 5
Chapter 2: Challenging Entrenched Mindsets about “Advertising” 25
Part II: Toward a New Model Beyond Advertising 45
Chapter 3: Aligning for Win-Win-Win Impact 51
Chapter 4: Orchestrating Value Creation across All Touchpoints 73
Chapter 5: New Guidelines for Desired Content: R.A.V.E.S. 85
Chapter 6: The Expanded Power of Context: M.A.D.E.s 109
Part III: What to Do Now to Get Ready for—and Co-create—the Future 125
Chapter 7: Embrace Adaptive Experimentation 131
Chapter 8: Leverage Organizational Architecture 147
Chapter 9: Transcend Silos and Barriers 173
Chapter 10: A Global Movement toward a More Desirable Future 193
Appendix 1: The Backstory The Wharton Future of Advertising
Program and the Advertising 2020 Project 197
Appendix 2: Advertising 2020 Contributors 203
Appendix 3: WFoA Global Advisory Board 215
Appendix 4: Planning and Conducting an Experiment 219
References 223
Index 237

Exemplar(s)

#	Accession No.	Call Number	Location	Status
1.	00478/19	659.1 Win B	Online !	Available