Beyond Advertising: Creating Value Through All Customer Touchpoints
- ISBN-10
- 1119074207
- ISBN-13
- 9781119074205
- Category
- Business & Economics
- Pages
- 288
- Language
- English
- Published
- 2016-02-02
- Publisher
- John Wiley & Sons
- Authors
- Yoram, Catharine Findiesen Hays
Description
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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Other editions
-
- 2016-02-15
- 288 pages
- Paperback
- John Wiley & Sons
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