Beyond Advertising: 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 todayÆs 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 worldÆs most forward-thinking executives, innovators, and academics all grappling with todayÆs 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

• | Author: Yoram (Jerry) Wind, Catharine Findiesen Hays
• | Publisher: Wiley
• | Publication Date: Feb 10, 2016
• | Number of Pages: 288 pages
• | Language: English
• | Binding: Hardcover/Business & Economics
• | ISBN-10: 1119074223
• | ISBN-13: 9781119074229