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Beyond advertising : creating value through all customer touchpoints

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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 today's 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 world's most forward-thinking executives, innovators, and academics all grappling with today's 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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Ketersediaan

192000230

U 659.1 WIN b

Perpustakaan Pusat UIN

Tersedia

Informasi Detail

Judul Seri

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No. Panggil

U 659.1 WIN b

Penerbit

Hoboken, New Jersey : John Wiley & Sons., 2016

Deskripsi Fisik

xxiv, 261 pages : 23 cm

Bahasa

English

ISBN/ISSN

9781119074229

Klasifikasi

659.1

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Tahun

2016

Edisi

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Subjek

Advertising
Customer relations
Communication in marketing

Info Detail Spesifik

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Pernyataan Tanggungjawab

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Versi lain/terkait

Lampiran Berkas

URl Source

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