Discussing :: ‘Beyond Advertising’: How Companies Can Build Better Customer Relationships

How many times do you block advertising in an app or online? Yet, many companies persist in this marketing technique. In a new book, Wharton marketing professor Yoram (Jerry) Wind and The Wharton Future of Advertising Program executive director Catharine Findiesen Hays argue that the consumer is in control, and they want to interact with companies in new ways. Their book, Beyond Advertising: Creating Value Through All Customer Touchpoints, addresses ways companies can develop a more integrated relationship with those they serve. Wind and Hays discussed their book on the Knowledge@Wharton show on the Knowledge@Wharton show on Wharton... read full article

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‘Beyond Advertising’: How Companies Can Build Better Customer Relationships

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