Beyond Advertising: Creating Value Through All Customer Touchpoints

By:

Wind, Yoram (Jerry)

Contributor(s):

Material type: Text

TextPublication details: John Wiley & Sons, Inc. 2016 HobokenDescription: 261pISBN:

9781119074229

Subject(s):

DDC classification:

659.1 WIN

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Holdings
Item type	Current library	Item location	Collection	Call number	Status	Date due	Barcode	Item holds
Book	NIMA Knowledge Centre	6th Floor Reading Zone	General	659.1 WIN (Browse shelf(Opens below))	Available		M0032103

Total holds: 0

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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