{"product_id":"beyond-advertising-9781119074229","title":"Beyond Advertising","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eThe 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?\u003c\/p\u003e \u003cp\u003eBeyond 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.\u003c\/p\u003e \u003cp\u003eThis 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:\u003c\/p\u003e \u003cul\u003e \u003cli\u003eHolistically orchestrate and allocate resources across all touchpoints\u003c\/li\u003e \u003cli\u003eRedefine expectations of success to align for multi-win outcomes\u003c\/li\u003e \u003cli\u003eProvide every\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eAcknowledgements xv\u003c\/p\u003e \u003cp\u003ePreface: Who Should Read This Book? xxi\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart I: The Motivation for Change 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 1: The Five Forces Driving the Need for Change 5\u003c\/p\u003e \u003cp\u003eChapter 2: Challenging Entrenched Mindsets about “Advertising” 25\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart II: Toward a New Model Beyond Advertising 45\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 3: Aligning for Win-Win-Win Impact 51\u003c\/p\u003e \u003cp\u003eChapter 4: Orchestrating Value Creation across All Touchpoints 73\u003c\/p\u003e \u003cp\u003eChapter 5: New Guidelines for Desired Content: R.A.V.E.S. 85\u003c\/p\u003e \u003cp\u003eChapter 6: The Expanded Power of Context: M.A.D.E.s 109\u003c\/p\u003e \u003cp\u003e\u003cb\u003ePart III: What to Do Now to Get Ready for—and Co-create—the Future 125\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eChapter 7: Embrace Adaptive Experimentation 131\u003c\/p\u003e \u003cp\u003eChapter 8: Leverage Organizational Architecture 147\u003c\/p\u003e \u003cp\u003eChapter 9: Transcend Silos and Barriers 173\u003c\/p\u003e \u003cp\u003eChapter 10: A Global Movement toward a More Desirable Future 193\u003c\/p\u003e \u003cp\u003eAppendix 1: The Backstory The Wharton Future of Advertising\u003c\/p\u003e \u003cp\u003eProgram and the Advertising 2020 Project 197\u003c\/p\u003e \u003cp\u003eAppendix 2: Advertising 2020 Contributors 203\u003c\/p\u003e \u003cp\u003eAppendix 3: WFoA Global Advisory Board 215\u003c\/p\u003e \u003cp\u003eAppendix 4: Planning and Conducting an Experiment 219\u003c\/p\u003e \u003cp\u003eReferences 223\u003c\/p\u003e \u003cp\u003eIndex 237\u003c\/p\u003e\n\u003c\/li\u003e\n\u003c\/ul\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":49406979670359,"sku":"9781119074229","price":19.54,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781119074229.jpg?v=1730497772","url":"https:\/\/bookcurl.com\/products\/beyond-advertising-9781119074229","provider":"Book Curl","version":"1.0","type":"link"}