Beyond advertising: creating value through all customer touchpoints
"Radically alter the impact of your advertising by changing your mindset Beyond Advertising offers concrete advice for actions to take and mindsets to adopt that will radically alter the impact of advertising...both for advertising professionals and target audiences. An ambitious book with insi...
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Hoboken, New Jersey
Wiley
2015
|
| Ausgabe: | Second edition |
| Schlagworte: | |
| Online-Zugang: | Cover image Inhaltsverzeichnis |
| Zusammenfassung: | "Radically alter the impact of your advertising by changing your mindset Beyond Advertising offers concrete advice for actions to take and mindsets to adopt that will radically alter the impact of advertising...both for advertising professionals and target audiences. An ambitious book with insight from over 200 leading executives, innovators, and academics, this text paints a picture of what the future of advertising may look like by 2020. Most importantly, it provides concrete guidance regarding the changes you can make to your approach in order to thrive in an evolving industry, and explains what you can do differently now to create effective advertising across all consumer touchpoints. Advertising relies upon the engagement of target audience members to be successful, and achieving this engagement is becoming both easier and more difficult as communication channels change to keep up with the latest technology. Retaining a dynamic, flexible approach to advertising...and understanding where to make changes to your methods...is the only way to stay relevant in such a quickly moving industry. Visualize the evolution of the advertising industry, and understand how it may change in the coming decade Avoid the mistake of failing to change your approach to advertising as the industry evolves Identify the concrete actions you can take right now to improve your results Discover the RAVES method of advertising Beyond Advertising is a forward-thinking text that every advertising professional needs to maintain a level of relevancy as the industry continues to evolve"... |
| Beschreibung: | Includes bibliographical references and index |
| Beschreibung: | xxiv, 261 Seiten Illustrationen, Diagramme, Karten |
| ISBN: | 9781119074229 |
Internformat
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Datensatz im Suchindex
| _version_ | 1804176143814754304 |
|---|---|
| adam_text | BEYOND ADVERTISING
/ WIND, YORAM [AUTHOR]
: 2015
TABLE OF CONTENTS / INHALTSVERZEICHNIS
PREFACE: WHO SHOULD READ THIS BOOK? PART I OVERVIEW: THE MOTIVATION FOR
CHANGE AND THE NECESSITY FOR CHALLENGING CURRENT MENTAL MODELS CHAPTER
1: THE FIVE FORCES DRIVING THE NEED FOR CHANGE, AND THE ENABLERS TO DO
SO CHAPTER 2: IT S ALL IN YOUR HEAD: CHALLENGING ENTRENCHED MINDSETS
ABOUT ADVERTISING PART II OVERVIEW: A NEW MODEL OF ADVERTISING CHAPTER
3: ORCHESTRATING VALUE CREATION ACROSS ALL TOUCHPOINTS CHAPTER 4:
ALIGNING INDIVIDUALS, ORGANIZATIONS, AND SOCIETY THROUGH AUTHENTIC AND
COMPELLING BRAND PURPOSE AND INITIATIVES FOR WIN-WIN-WIN IMPACT CHAPTER
5: MAKING THE SUBSTANCE OF EACH TOUCHPOINT, AND TOUCHPOINT JOURNEY,
RAVES CHAPTER 6: DESIGNING TOUCHPOINTS TO LEVERAGE THE EXPANDED POWER
OF CONTEXT: MADES PART III: WHAT TO DO NOW TO GET READY FOR - AND
CO-CREATE - THE FUTURE CHAPTER 7 EMBRACE A CULTURE OF ADAPTIVE
EXPERIMENTATION CHAPTER 8: LEVERAGE ALL ASPECTS OF THE ORGANIZATIONAL
ARCHITECTURE TO EFFECT CHANGE OR START FRESH CHAPTER 9: TRANSCEND SILOS
AND BARRIERS WITH ALIGNED OBJECTIVES, OPEN INNOVATION, NETWORK
ACTIVATION AND NETWORK ORCHESTRATION CHAPTER 10: A GLOBAL MOVEMENT FROM
AND BEYOND ADVERTISING TOWARD A MORE DESIRABLE FUTURE APPENDIX ONE THE
BACKSTORY: THE WHARTON FOA PROGRAM AND THE ADVERTISING 2020 PROJECT
APPENDIX TWO: PLANNING AND CONDUCTING AN EXPERIMENT APPENDIX THREE:
EXAMPLE WORKSHEET APPENDIX 4: ADVERTISING 2020 COLLABORATORS
BIBLIOGRAPHY
DIESES SCHRIFTSTUECK WURDE MASCHINELL ERZEUGT.
|
| any_adam_object | 1 |
| author | Wind, Yoram 1938- Hays, Catharine Findiesen |
| author_GND | (DE-588)124948839 |
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| author_sort | Wind, Yoram 1938- |
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| callnumber-subject | HF - Commerce |
| classification_rvk | QP 630 |
| ctrlnum | (OCoLC)952567245 (DE-599)BVBBV043505551 |
| dewey-full | 659.1 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 659 - Advertising and public relations |
| dewey-raw | 659.1 |
| dewey-search | 659.1 |
| dewey-sort | 3659.1 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | Second edition |
| format | Book |
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| illustrated | Illustrated |
| indexdate | 2024-07-10T07:27:30Z |
| institution | BVB |
| isbn | 9781119074229 |
| language | English |
| lccn | 015036808 |
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| physical | xxiv, 261 Seiten Illustrationen, Diagramme, Karten |
| publishDate | 2015 |
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| spelling | Wind, Yoram 1938- Verfasser (DE-588)124948839 aut Beyond advertising creating value through all customer touchpoints Yoram (Jerry) Wind, Catharine Findiesen Hays, and The Wharton Future of Advertising Innovation Network Second edition Hoboken, New Jersey Wiley 2015 © 2016 xxiv, 261 Seiten Illustrationen, Diagramme, Karten txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references and index "Radically alter the impact of your advertising by changing your mindset Beyond Advertising offers concrete advice for actions to take and mindsets to adopt that will radically alter the impact of advertising...both for advertising professionals and target audiences. An ambitious book with insight from over 200 leading executives, innovators, and academics, this text paints a picture of what the future of advertising may look like by 2020. Most importantly, it provides concrete guidance regarding the changes you can make to your approach in order to thrive in an evolving industry, and explains what you can do differently now to create effective advertising across all consumer touchpoints. Advertising relies upon the engagement of target audience members to be successful, and achieving this engagement is becoming both easier and more difficult as communication channels change to keep up with the latest technology. Retaining a dynamic, flexible approach to advertising...and understanding where to make changes to your methods...is the only way to stay relevant in such a quickly moving industry. Visualize the evolution of the advertising industry, and understand how it may change in the coming decade Avoid the mistake of failing to change your approach to advertising as the industry evolves Identify the concrete actions you can take right now to improve your results Discover the RAVES method of advertising Beyond Advertising is a forward-thinking text that every advertising professional needs to maintain a level of relevancy as the industry continues to evolve"... BUSINESS & ECONOMICS / Customer Relations bisacsh Wirtschaft Advertising Communication in marketing Customer relations BUSINESS & ECONOMICS / Customer Relations Werbung (DE-588)4065541-6 gnd rswk-swf Werbung (DE-588)4065541-6 s DE-604 Hays, Catharine Findiesen Verfasser aut Erscheint auch als Online-Ausgabe, EPUB 978-1-119-07409-0 Erscheint auch als Online-Ausgabe, PDF 978-1-119-07420-5 http://catalogimages.wiley.com/images/db/jimages/9781119074229.jpg Cover image LoC Fremddatenuebernahme application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=028921874&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Wind, Yoram 1938- Hays, Catharine Findiesen Beyond advertising creating value through all customer touchpoints BUSINESS & ECONOMICS / Customer Relations bisacsh Wirtschaft Advertising Communication in marketing Customer relations BUSINESS & ECONOMICS / Customer Relations Werbung (DE-588)4065541-6 gnd |
| subject_GND | (DE-588)4065541-6 |
| title | Beyond advertising creating value through all customer touchpoints |
| title_auth | Beyond advertising creating value through all customer touchpoints |
| title_exact_search | Beyond advertising creating value through all customer touchpoints |
| title_full | Beyond advertising creating value through all customer touchpoints Yoram (Jerry) Wind, Catharine Findiesen Hays, and The Wharton Future of Advertising Innovation Network |
| title_fullStr | Beyond advertising creating value through all customer touchpoints Yoram (Jerry) Wind, Catharine Findiesen Hays, and The Wharton Future of Advertising Innovation Network |
| title_full_unstemmed | Beyond advertising creating value through all customer touchpoints Yoram (Jerry) Wind, Catharine Findiesen Hays, and The Wharton Future of Advertising Innovation Network |
| title_short | Beyond advertising |
| title_sort | beyond advertising creating value through all customer touchpoints |
| title_sub | creating value through all customer touchpoints |
| topic | BUSINESS & ECONOMICS / Customer Relations bisacsh Wirtschaft Advertising Communication in marketing Customer relations BUSINESS & ECONOMICS / Customer Relations Werbung (DE-588)4065541-6 gnd |
| topic_facet | BUSINESS & ECONOMICS / Customer Relations Wirtschaft Advertising Communication in marketing Customer relations Werbung |
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