Beyond Advertising
Creating Value Through All Customer Touchpoints
Published on 25. March 2016
Book
Hardback
288 pages
978-1-119-07422-9 (ISBN)
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
More details
Other editions
Additional editions
Yoram (Jerry) Wind | Catharine Findiesen Hays
Beyond Advertising
Creating Value Through All Customer Touchpoints
E-Book
02/2016
Wiley
€19.99
Available for download
Yoram (Jerry) Wind | Catharine Findiesen Hays
Beyond Advertising
Creating Value Through All Customer Touchpoints
E-Book
02/2016
Wiley
€19.99
Available for download
Persons
YORAM (JERRY) WIND is the Lauder Professor and Professor of Marketing at The Wharton School and the founding Director of the Wharton SEI Center for Advanced Studies in Management, the Wharton Fellows program and co-founder of the Wharton Future of Advertising Program. He led the development of the Wharton globalization strategy, the creation of the Wharton Executive MBA program, as well as the reinvention of its curriculum. He has received numerous marketing awards, including the Buck Weaver Award (2007), the Charles Coolidge Parlin Award (1985), AMA/ Irwin Distinguished Educator Award (1993), and the Paul D. Converse Award (1996).
CATHARINE FINDIESEN HAYS is the founding Executive Director of the Wharton Future of Advertising Program, a leading research center bridging practitioners and academia. She earned her graduate degrees at Wharton and Penn as a Lauder Fellow and led pioneering marketing, strategy and sales teams during a 15-year career at AT&T. She can be heard on air as a host of "Marketing Matters" on Business Radio Powered by the Wharton School on Sirius XM 111.
THE WHARTON FUTURE OF ADVERTISING INNOVATION NETWORK is the influential and growing global community of forward-thinking collaborators from across industry and academia committed to advancing the scope, value, and impact of "advertising".
WFOA.WHARTON.UPENN.EDU
Content
Preface: Who Should Read This Book?
Part I Overview: The Motivation for Change and the Necessity for Challenging Current Mental Models
Chapter 1: The Five Forces Driving the Need for Change, and the Enablers to Do So
Chapter 2: It's All in Your Head: Challenging Entrenched Mindsets about "Advertising"
Part II Overview: A New Model of Advertising
Chapter 3: Orchestrating Value Creation across ALL Touchpoints
Chapter 4: Aligning Individuals, Organizations, and Society through Authentic and Compelling Brand Purpose and Initiatives for Win-Win-Win Impact
Chapter 5: Making the Substance of Each Touchpoint, and Touchpoint Journey, "RAVES"
Chapter 6: Designing Touchpoints to Leverage the Expanded Power of Context: "MADEs"
Part III: What to Do Now to Get Ready For - And Co-Create - The Future
Chapter 7 Embrace a Culture of Adaptive Experimentation
Chapter 8: Leverage All Aspects of the Organizational Architecture to Effect Change or Start Fresh
Chapter 9: Transcend Silos and Barriers with Aligned Objectives, Open Innovation, Network Activation and Network Orchestration
Chapter 10: A Global Movement From and Beyond Advertising toward a More Desirable Future
Appendix One
The Backstory: The Wharton FoA Program and the Advertising 2020 Project
Appendix Two: Planning and Conducting an Experiment
Appendix Three: Example Worksheet
Appendix 4: Advertising 2020 Collaborators
Bibliography