Beyond Advertising : Creating Value Through All Customer Touchpoints Hardback
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
- Format: Hardback
- Pages: 288 pages
- Publisher: John Wiley & Sons Inc
- Publication Date: 05/02/2016
- Category: Advertising
- ISBN: 9781119074229