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Beyond Advertising

Yoram (Jerry) Wind, Catharine Findiesen Hays · ISBN 9781119074229
Beyond Advertising | Zookal Textbooks | Zookal Textbooks
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Publisher John Wiley & Sons Inc (US)
Author(s) Yoram (Jerry) Wind / Catharine Findiesen Hays
Subtitle Creating Value Through All Customer Touchpoints
Published 5th February 2016
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Creating Value Through All Customer Touchpoints

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

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