Beyond advertising : creating value through all customer touchpoints

著者

書誌事項

Beyond advertising : creating value through all customer touchpoints

Yoram (Jerry) Wind, Catharine Findiesen Hays, and the Wharton Future of Advertising Innovation Network

John Wiley & Sons, c2016

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注記

Includes bibliographical references and index

内容説明・目次

内容説明

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

目次

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

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