Beyond Advertising: Creating Value Through All Customer Touchpoints

by Yoram Jerry Wind

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

Genres: Business

288 pages, Kindle Edition

First published December 14, 2015

About the author

Yoram (Jerry) Wind is The Lauder Professor Emeritus of Marketing at Wharton, University of Pennsylvania, USA.

Professor Jerry Wind is internationally known for pioneering research on organizational buying behavior, market segmentation, conjoint analysis, and marketing strategy. He consults with major firms around the world, provides expert testimony in many intellectual property and antitrust cases, and has lectured in over 50 universities worldwide.

Professor Wind is one of the most cited authors in marketing. He is a regular contributor to the professional marketing literature, with 22 books and more than 250 research papers, articles and monographs on marketing strategy, marketing research, new product and market development, consumer and industrial buying behavior and international marketing. He is the recipient of numerous academic awards, including the four major marketing awards, The Charles Coolidge Parlin Award (1985), AMA/Irwin Distinguished Educator Award (1993), The Paul D. Converse Award (1996), and The Buck Weaver Award (2007). His 2004 book The Power of Impossible Thinking: Transform the Business of Your Life and the Life of Your Business, draws on the latest research in neuroscience to explain how a person’s mental models can distort perceptions, creating both limits and opportunities.

Professor Wind is the founding editor of Wharton School Publishing, a joint venture with Pearson, and during his four-year tenure he published over 60 books. Over the years he has served as editor-in-chief of the Journal of Marketing, the policy boards of the Journal of Consumer Research and Marketing Science, the editorial boards and guest editor of all the major marketing journals. Dr. Wind led the creation of the Wharton Executive MBA Program (1974) and was founding director of both the Joseph H. Lauder Institute (1983-1988) and Wharton International Forum (1987). He led the reinvention of the Wharton MBA curriculum (1991-93) and the development of the Wharton globalization strategy (1995-1997). He is the founding director of the Wharton SEI Center, whose mission is to ensure the relevance of management research and education to the evolving needs of business and society in the 21st century by partnering with global thought leaders in diverse fields to anticipate the needs of management, identify forces of change, and understand and create emerging management paradigms. Professor Wind is also the founding academic director of the Wharton Fellows program, (2000), a powerful glob­al network of CEOs and senior executives who are committed to lifelong learning focused on transformational leadership. He is the founding director the Wharton Future of Advertising Program (2008), whose mission is to act as a catalyst for deeper insights, bolder innovation, and broader positive impact of advertising.

Professor Wind has taught MBA courses in Marketing Strategy, Marketing Methods and Applications for Business Consulting, Creativity and Interactive Marketing in the Age of the Empowered Consumer. His current research focuses on the network challenge; creativity and innovation; the future of marketing and advertising; and creating a creative organization. He is an active consultant and board member of various startups and university programs, such as the Positive Psychology Center and Integrated Product Design Committee. He also holds positions in numerous professional associations, including the Marketing Accountability Standards Board. He is a trustee of the Philadelphia Museum of Art, where he chairs its Marketing Advisory Committee and is a member of its Brand Steering Group and the Digital Age Committee. Professor Wind is the co-founder of the Interdisciplinary Center Herzliya, Israel (IDC), and since its founding in 1994, the chairman of its academic council. Professor Wind previously served as the academic trustee of the Marketing Science Institute (1989-1995), chairman of The Institute of Management Sciences C

Reviews

[Naomi · Rating 4 out of 5]

A very insightful read into the future of marketing/advertising and, in reality, business direction in the age of millennials.

Filled with acronyms, chapter takeaways and chapter lessons in action, I found myself making copious notes in the margins. Definitely a book that is easy to apply in business "real life".

[PurposeFocusCommitment · Rating 3 out of 5]

n Beyond Advertising you will get to read a lot about how marketing should work, and how marketers should think. The book offers an optimistic view of the possibilities that companies and brands can offer us in a time when we are always connected and on the move. The main problem that the book points out is that marketing today is focused on pushing the brands’ products/services to everyone, even if they do not need it. That is a big problem for all parties. The consumers are overloaded with useless information, and brands that are relevant do not get their message across to the people who need to hear/see them. From this perspective, I enjoyed reading Beyond Advertising, as the author predicts interesting and sometimes very intrusive actions to get the right kind of information to the target audience. I also agree with the authors when they talk about mental models brands/companies need to develop to create the best possible experience for their customer. But on the other hand, the book is based on predictions and ideas about how something should be done and not that much on scientific research. I’m missing at least a little bit of “confirmation” that what the authors are saying “holds water”. In todays times when too many businesses and brands focus on their own business processes and how to optimize them for maximum profit possibly without taking into account how they affect the customers’ experience. If marketing will develop in the way the authors recommend and predict we will have interesting experiences, but then again you should ask yourself if you are willing to pay the cost of having exactly the “right kind of information” at the “right time” popping up on your email, social media, phones, tv, even car etc…?

You can read my whole review with notes from the book at:
https://purposefocuscommitment.com/be...

[Ravi Warrier · Rating 1 out of 5]

TBH I stopped reading after the first chapter and my review is based on a partial reading of the book. It might have gotten better, but I wouldn't know.

Now, the reason why this book didn't work for me was that the authors seem to have confused marketing with advertising. Most of the concepts written and suggested changes for/on are marketing concepts and not particularly those of advertising.

Now, it could be that the definition of advertising may have changed since I last read it, but I seriously doubt it.

Plus, the advice is so generic. It's like the authors wrote a book because they had to write one without consideration of what happens on the ground.