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JENSEITS DER WERBUNG: WERTSCHÖPFUNG DURCH ALLE KUNDEN von Yoram (Jerry) Wind-
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eBay-Artikelnr.:184485354884
Artikelmerkmale
- Artikelzustand
- ISBN
- 9781119074229
Über dieses Produkt
Product Identifiers
Publisher
Wiley & Sons, Incorporated, John
ISBN-10
1119074223
ISBN-13
9781119074229
eBay Product ID (ePID)
208538941
Product Key Features
Edition
2
Book Title
Beyond Advertising : Creating Value Through All Customer Touchpoints
Number of Pages
288 Pages
Language
English
Topic
Marketing / General, Customer Relations, Advertising & Promotion
Publication Year
2016
Genre
Business & Economics
Format
Hardcover
Dimensions
Item Height
1 in
Item Weight
16.4 Oz
Item Length
9.3 in
Item Width
6.3 in
Additional Product Features
Intended Audience
Trade
LCCN
2015-036808
Table Of Content
Acknowledgements xv Preface: Who Should Read This Book? xxi Part I: The Motivation for Change 1 Chapter 1: The Five Forces Driving the Need for Change 5 Chapter 2: Challenging Entrenched Mindsets about "Advertising" 25 Part II: Toward a New Model Beyond Advertising 45 Chapter 3: Aligning for Win-Win-Win Impact 51 Chapter 4: Orchestrating Value Creation across All Touchpoints 73 Chapter 5: New Guidelines for Desired Content: R.A.V.E.S. 85 Chapter 6: The Expanded Power of Context: M.A.D.E.s 109 Part III: What to Do Now to Get Ready for--and Co-create--the Future 125 Chapter 7: Embrace Adaptive Experimentation 131 Chapter 8: Leverage Organizational Architecture 147 Chapter 9: Transcend Silos and Barriers 173 Chapter 10: A Global Movement toward a More Desirable Future 193 Appendix 1: The Backstory The Wharton Future of Advertising Program and the Advertising 2020 Project 197 Appendix 2: Advertising 2020 Contributors 203 Appendix 3: WFoA Global Advisory Board 215 Appendix 4: Planning and Conducting an Experiment 219 References 223 Index 237
Synopsis
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, Why Do CEOs Recommend Beyond Advertising? "If you need to convince others that it is time for a fresh look at the role Marketing should play in your company, hand out this book." David C. Edelman, Global Co-Leader, McKinsey Digital, Marketing and Sales "This book is a must-read for anyone who wants to be effective in reaching, influencing, and creating value. I think this book will be a milestone in the history of marketing communication." Philip Kotler, S.C. Johnson & Son Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University "This is a compelling and necessary resource for any company executive seeking to understand our changed media environment and the implications of unprecedented consumer control of brands. With a call to rethink both organizational structure and process as well as the very definition of advertising, this book provides a valuable new construct for success." Jennifer Rooney, CMO Network Editor, Forbes " Beyond Advertising is not about advertising at all, it is about the way that the economy, business, society, and culture now work in a connected digital world. It gives tools and frameworks to help people and businesses succeed by looking at all the touchpoints that now exist, and most importantly how they create new value as an interconnected, interdependent, and transparent system." Nigel Morris, CEO, Dentsu Aegis Network Americas & EMEA "The world of marketing is moving from Marketing To Consumers > Marketing For People > Mattering To People. As a result, the rules of brand building are being rewritten every day. This book challenges entrenched mental models, provides a great framework for developing new ones, and provides a road map for reimagining the world of marketing." Stan Sthanunathan, Sr. Vice President, Consumer and Market Insights, Unilever " Beyond Advertising should be one of the go-to resources in the modern advertisers toolkit. The diversity of opinion and insight presented throughout the project will force you to broaden your understanding of advertising and think critically and strategically about our industrys future and how to prepare your brand for it." Gustavo Martinez, Worldwide Chairman and CEO, JWT, The fundamental relationships among brands, media, and people are being transformed, and just as we try to adapt, along comes a new disruption.
LC Classification Number
HF5823.W546 2016
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blakeboffa
99,6% positive Bewertungen•5.448 Artikel verkauft
Angemeldet als privater VerkäuferDaher finden verbraucherschützende Vorschriften, die sich aus dem EU-Verbraucherrecht ergeben, keine Anwendung. Der eBay-Käuferschutz gilt dennoch für die meisten Käufe. Mehr erfahrenMehr erfahren
Verkäuferbewertungen (1.860)
- m***m (786)- Bewertung vom Käufer.Letzte 6 MonateBestätigter KaufShipped quickly and packaging was secure. Exactly as described. Very pretty and at an excellent price. Great eBay seller. Highly recommended. Will not hesitate to purchase from this seller again. Thank you!!SAKROOTS brass Butterfly HANDBAG CHARM MULTICOLOR Fob Purse Tassels key chain♡♡ (Nr. 186949166185)
- r***r (4962)- Bewertung vom Käufer.Letzte 6 MonateBestätigter KaufTo blakeboffa: Now I know what you meant by “with back⭐️⭐️” in the offer😄. What fun!! As described (and now understood) margarita pin was wrapped in double bubbles (wrap, mailer) for safe arrival. Shipping cost was very fair. My margarita loving relative will get a laugh out of this very flashy pin. Thanks so much!!!
- 3***g (534)- Bewertung vom Käufer.Letzte 6 MonateBestätigter KaufExcellent seller…had a question and she responded right away. Item packed wonderfully and shipping was fast.Longport NJ 2017 Seasonal beach tag (Nr. 183774421664)