ISBN:
9781119074090
,
1119074096
Language:
English
Pages:
1 online resource (1 volume)
,
illustrations
Parallel Title:
Erscheint auch als
Keywords:
Advertising
;
Communication in marketing
;
Customer relations
;
Electronic books
;
Electronic books ; local
Abstract:
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
Note:
Includes bibliographical references and index. - Description based on print version record
URL:
https://learning.oreilly.com/library/view/-/9781119074229/?ar
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