In this session...
The principles of the Wharton Future of Advertising Program’s recently published Beyond Advertising: Creating Value Through All Customer Touchpoints are grounded in the notion of disrupting the strongly held mental models of advertising. In order to progress and innovate beyond traditional advertising, we have to shift away from ways of thinking that underlie the way we purchase, create, distribute, track, and evaluate our marketing efforts. Brands must think more holistically and include all value-creating touchpoints to redefine “marketing mix”.
