{"product_id":"beyond-advertising-isbn-9781119074229","title":"Beyond Advertising","description":"\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 stakeholder at all touchpointsa R.A.V.E.S. standard of content: relevant and respectful, actionable, valuable, exceptional experiences, and a shareworthy story\u003c\/li\u003e \u003cli\u003eDevelop 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\u003c\/li\u003e \u003c\/ul\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  \u003cp\u003e\u003cb\u003eYORAM (JERRY) WIND\u003c\/b\u003e is the Lauder Professor and Professor of Marketing at The Wharton School and the founding Director of the Wharton SEI Center for Advanced Studies in Management, the Wharton Fellows program and co-founder of the Wharton Future of Advertising Program. He led the development of the Wharton globalization strategy, the creation of the Wharton Executive MBA program, as well as the reinvention of its curriculum. He has received numerous marketing awards, including the Buck Weaver Award (2007), the Charles Coolidge Parlin Award (1985), AMA\/ Irwin Distinguished Educator Award (1993), and the Paul D. Converse Award (1996).  \u003c\/p\u003e\u003cp\u003e\u003cb\u003eCATHARINE FINDIESEN HAYS\u003c\/b\u003e is the founding Executive Director of the Wharton Future of Advertising Program, a leading research center bridging practitioners and academia. She earned her graduate degrees at Wharton and Penn as a Lauder Fellow and led pioneering marketing, strategy and sales teams during a 15-year career at AT\u0026amp;T. She can be heard on air as a host of “Marketing Matters” on Business Radio Powered by the Wharton School on Sirius XM 111. \u003c\/p\u003e\u003cp\u003e\u003cb\u003eTHE WHARTON FUTURE OF ADVERTISING INNOVATION NETWORK\u003c\/b\u003e is the influential and growing global community of forward-thinking collaborators from across industry and academia committed to advancing the scope, value, and impact of “advertising”. \u003c\/p\u003e\u003cp\u003e\u003cb\u003eWFOA.WHARTON.UPENN.EDU\u003c\/b\u003e   \u003c\/p\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? \u003ci\u003eBeyond Advertising\u003c\/i\u003e 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\n\u003cli\u003eHolistically orchestrate and allocate resources across \u003ci\u003eall\u003c\/i\u003e touchpoints\u003c\/li\u003e \u003cli\u003eRedefine expectations of success to align for multi-win outcomes\u003c\/li\u003e \u003cli\u003eProvide every stakeholder at all touch- points a R.A.V.E.S. standard of content: relevant and respectful, actionable, valuable, exceptional experiences, and a shareworthy story\u003c\/li\u003e \u003cli\u003eDevelop all touchpoints to maximize the M.A.D.E.\u003csup\u003es\u003c\/sup\u003e value of context: the complete person, the features of the delivery platform, the dynamic environment, and synergies with other touchpoints\u003c\/li\u003e\n\u003c\/ul\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47988804944101,"sku":"NP9781119074229","price":30.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781119074229.jpg?v=1761781657","url":"https:\/\/k12savings.com\/es\/products\/beyond-advertising-isbn-9781119074229","provider":"K12savings","version":"1.0","type":"link"}