{"product_id":"beyond-advertising-creating-value-through-all-customer-touchpoints-hardback-9781119074229","title":"Beyond Advertising; Creating Value Through All Customer Touchpoints (Hardback) 9781119074229","description":"\u003cfont face=\"Georgia\"\u003e\r\n\u003cp\u003e\u003cfont size=\"6\"\u003eBeyond Advertising\u003c\/font\u003e\u003cbr\u003e\r\n\u003cfont size=\"5\"\u003eCreating Value Through All Customer Touchpoints\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\u003cp\u003e\u003cfont size=\"4\"\u003eYoram (Jerry) Wind (Author), Catharine Findiesen Hays (Author)\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e9781119074229, Wiley\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eHardback, published 25 March 2016\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e288 pages\u003cbr\u003e23.6 x 16 x 2.5 cm, 0.463 kg\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\r\n\u003cp align=\"justify\"\u003e\u003cstrong\u003e\u003cfont size=\"3\"\u003e\u003cp\u003eThe 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?\u003c\/p\u003e \u003cp\u003eBeyond 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.\u003c\/p\u003e \u003cp\u003eThis 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:\u003c\/p\u003e \u003cul\u003e \u003cli\u003eHolistically orchestrate and allocate resources across all touchpoints\u003c\/li\u003e \u003cli\u003eRedefine expectations of success to align for multi-win outcomes\u003c\/li\u003e \u003cli\u003eProvide every stakeholder at all touchpointsa R.A.V.E.S. standard of content: relevant and respectful, actionable, valuable, exceptional experiences, and a shareworthy story\u003c\/li\u003e \u003cli\u003eDevelop 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\u003c\/li\u003e \u003c\/ul\u003e\u003c\/font\u003e\u003c\/strong\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e\u003cp\u003eAcknowledgements xv\u003c\/p\u003e \u003cp\u003ePreface: Who Should Read This Book? xxi\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart I: The Motivation for Change 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 1: The Five Forces Driving the Need for Change 5\u003c\/p\u003e \u003cp\u003eChapter 2: Challenging Entrenched Mindsets about “Advertising” 25\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart II: Toward a New Model Beyond Advertising 45\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 3: Aligning for Win-Win-Win Impact 51\u003c\/p\u003e \u003cp\u003eChapter 4: Orchestrating Value Creation across All Touchpoints 73\u003c\/p\u003e \u003cp\u003eChapter 5: New Guidelines for Desired Content: R.A.V.E.S. 85\u003c\/p\u003e \u003cp\u003eChapter 6: The Expanded Power of Context: M.A.D.E.s 109\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart III: What to Do Now to Get Ready for—and Co-create—the Future 125\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 7: Embrace Adaptive Experimentation 131\u003c\/p\u003e \u003cp\u003eChapter 8: Leverage Organizational Architecture 147\u003c\/p\u003e \u003cp\u003eChapter 9: Transcend Silos and Barriers 173\u003c\/p\u003e \u003cp\u003eChapter 10: A Global Movement toward a More Desirable Future 193\u003c\/p\u003e \u003cp\u003eAppendix 1: The Backstory The Wharton Future of Advertising\u003c\/p\u003e \u003cp\u003eProgram and the Advertising 2020 Project 197\u003c\/p\u003e \u003cp\u003eAppendix 2: Advertising 2020 Contributors 203\u003c\/p\u003e \u003cp\u003eAppendix 3: WFoA Global Advisory Board 215\u003c\/p\u003e \u003cp\u003eAppendix 4: Planning and Conducting an Experiment 219\u003c\/p\u003e \u003cp\u003eReferences 223\u003c\/p\u003e \u003cp\u003eIndex 237\u003c\/p\u003e\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eSubject Areas: Business \u0026amp; management [\u003ca title=\"See our other books on Business \u0026amp; management\" href=\"https:\/\/freshlyprintedbooks.co.uk\/search?q=%22Business%20\u0026amp;%20management%20%5BKJ%5D%22\"\u003eKJ\u003c\/a\u003e]\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\u003c\/font\u003e","brand":"Wiley","offers":[{"title":"Brand New","offer_id":52501421457688,"sku":"9781119074229","price":19.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0730\/2037\/5320\/files\/9781119074229.jpg?v=1786237170","url":"https:\/\/freshlyprintedbooks.co.uk\/products\/beyond-advertising-creating-value-through-all-customer-touchpoints-hardback-9781119074229","provider":"Freshly Printed Books","version":"1.0","type":"link"}