Beyond advertising : creating value through all customer touchpoints
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Bibliographic Information
Beyond advertising : creating value through all customer touchpoints
John Wiley & Sons, c2016
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Includes bibliographical references and index
Description and Table of Contents
Description
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 Touchpoint 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 touchpoints
Redefine expectations of success to align for multi-win outcomes
Provide every stakeholder at all touchpointsa R.A.V.E.S. standard of content: relevant and respectful, actionable, valuable, exceptional experiences, and a shareworthy story
Develop all touchpoints 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 touchpoints
Table of Contents
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
by "Nielsen BookData"