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[PDF] Beyond Advertising: Creating Value Through All Customer Touchpoints

ISBN: 1119074223

Category: Tutorial


Posted on 2018-01-14, by luongquocchinh.

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Author: Yoram (Jerry) Wind | Publisher: Wiley | Category: Management | Language: English | Page: 288 | ISBN: 1119074223 | ISBN13: 9781119074229 |

Description: 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 todays 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 worlds most forward-thinking executives, innovators, and academics all grappling with todays 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

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