rdf-syntax-grammar
mods:
  schema location: http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-2.xsd
  title info:
    title: Beyond advertising
    sub title: creating value through all customer touchpoints
  name:
    name part: Wind, Yoram
    role:
      role term: creator
    role:
      role term: author.
  name:
    name part: Hays, Catharine
    name part: 1958-
    role:
      role term: author.
  name:
    name part: EBSCOhost
  type of resource: text
  genre: bibliography
  genre: Electronic books.
  origin info:
    place:
      place term: nju
    date issued: 2016
    issuance: monographic
  language:
    language term: eng
  physical description:
    form: remote
    extent: 1 online resource.
  table of contents: Machine generated contents note: 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 .
  note: Yoram (Jerry) Wind, Catharine Findiesen Hays, and The Wharton Future of Advertising Innovation Network.
  note: Electronic resource.
  note: Includes bibliographical references and index.
  subject:
    topic: Advertising
  subject:
    topic: Communication in marketing
  subject:
    topic: Customer relations
  classification: HF5823 .W546 2016
  classification: 659.1
  classification: BUS018000
  related item:
    title info:
      title: Beyond advertising
    name:
      name part: Wind, Yoram, author.
    origin info:
      publisher: Hoboken : Wiley, 2015
    identifier: (DLC) 2015036808
  identifier: 9781119074205
  identifier: 1119074207
  identifier: 9781119170457
  identifier: 1119170451
  identifier: 9781119074229
  identifier: 9781119074090
  identifier: 1119074096
  identifier: 2015043750
  identifier: 6E3F5553-D818-42CA-A0A8-0E2EF33ADD7C OverDrive, Inc.
  identifier: http://proxy.library.tamu.edu/login
  record info:
    record content source: NhCcYBP
    record creation date: 151106
    record change date: 20260609153346.0
    record identifier: in00003607334