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Beyond Advertising: Creating Value Through All Customer Touchpoints

By: Contributor(s): Material type: TextTextPublication details: John Wiley & Sons, Inc. 2016 HobokenDescription: 261pISBN:
  • 9781119074229
Subject(s): DDC classification:
  • 659.1 WIN
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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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