Beyond Advertising: Creating Value Through All Customer Touchpoints
Wind, Yoram (Jerry)
Beyond Advertising: Creating Value Through All Customer Touchpoints - Hoboken John Wiley & Sons, Inc. 2016 - 261p
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
9781119074229
Advertising
Communication in Marketing
Customer Relations
659.1 / WIN
Beyond Advertising: Creating Value Through All Customer Touchpoints - Hoboken John Wiley & Sons, Inc. 2016 - 261p
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
9781119074229
Advertising
Communication in Marketing
Customer Relations
659.1 / WIN