Beyond Advertising – Reaching Customers Through Every Customer Touchpoint

Yoram (Jerry) Wind 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). Catharine Findiesen Hays 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&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. THE WHARTON FUTURE OF ADVERTISING INNOVATION NETWORK 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". WFOA.WHARTON.UPENN.EDU.

Acknowledgements xv Preface: Who Should Read This Book? xxi Part I: The Motivation for Change 1 Chapter 1: The Five Forces Driving the Need for Change 5 Chapter 2: Challenging Entrenched Mindsets about Advertising 25 Part II: Toward a New Model Beyond Advertising 45 Chapter 3: Aligning for Win-Win-Win Impact 51 Chapter 4: Orchestrating Value Creation across All Touchpoints 73 Chapter 5: New Guidelines for Desired Content: R.A.V.E.S. 85 Chapter 6: The Expanded Power of Context: M.A.D.E.s 109 Part III: What to Do Now to Get Ready for and Co-create the Future 125 Chapter 7: Embrace Adaptive Experimentation 131 Chapter 8: Leverage Organizational Architecture 147 Chapter 9: Transcend Silos and Barriers 173 Chapter 10: A Global Movement toward a More Desirable Future 193 Appendix 1: The Backstory The Wharton Future of Advertising Program and the Advertising 2020 Project 197 Appendix 2: Advertising 2020 Contributors 203 Appendix 3: WFoA Global Advisory Board 215 Appendix 4: Planning and Conducting an Experiment 219 References 223 Index 237.