Beyond Advertising: Creating Value Through All Customer Touchpoints
Material type:
- 9781119074229
- 659.1 WIN
Preface: Who Should Read This Book?
Part I: The Motivation for Change
1. The Five Forces Driving the Need for Change
2. Challenging Entrenched Mindsets about "Advertising"
Part II: Towards a New Model Beyond Advertising
3. Aligning for Win-Win-Win Impact
4. Orchestrating Value Creation across All Touchpoints
5. New Guidelines for Desired Content: R.A.V.E.S.
6. The Expanded Power of Context: M.A.D.E.s
Part III: What to Do Now to Get Ready For - And Co-Create - The Future
7. Embrace Adaptive Experimentation
8. Leverage Organizational Architecture
9. Transcend Silos and Barriers
10. A Global Movement Toward a More Desirable Future
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