Hays, Catharine Findiesen
Beyond Advertising: Creating Value Through All Customer Touchpoints
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
- Author(s)
- Hays, Catharine Findiesen
- Wind, Yoram (Jerry)
- Publisher
- John Wiley and Sons, Inc.
- Publication year
- 2016
- Language
- en
- Edition
- 1
- Page amount
- 288 pages
- Category
- Economy
- Format
- Ebook
- eISBN (ePUB)
- 9781119074090
- Printed ISBN
- 9781119074229