Beyond Advertising - Reaching Customers Through Every Customer Touchpoint (Hardcover, 2 Rev Ed)

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

General

Imprint:	John Wiley & Sons
Country of origin:	United States
Release date:	March 2016
Authors:	J Wind
Dimensions:	240 x 162 x 28mm (L x W x T)
Format:	Hardcover - Cloth over boards
Pages:	261
Edition:	2 Rev Ed
ISBN-13:	978-1-119-07422-9
Categories:	Books > Business & Economics > Business & management > Sales & marketing > Advertising Promotions
LSN:	1-119-07422-3
Barcode:	9781119074229

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