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Beyond Advertising: Creating Value Through All Customer Touchpoints

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en Limba Engleză Carte Hardback – 25 Mar 2016

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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Specificații

ISBN-13: 9781119074229
ISBN-10: 1119074223
Pagini: 288
Dimensiuni: 166 x 228 x 25 mm
Greutate: 0.45 kg
Ediția: 2nd Edition
Editura: Wiley
Locul publicării: Hoboken, United States