Research Implications Of the “Beyond Advertising” Paradigm
本文基于沃顿商学院未来广告项目对200多位全球思想领袖的调研，探讨广告和营销在变革力量下的理想未来，并提炼出“超越广告”范式的核心观点，对广告和营销从业者具有启发意义。
Editors’ Note“What if the most forward-thinking innovators from across disciplines and talents imagined what advertising and marketing could/should be, then provided steps to make it happen? What if all the forces of change now buffeting the advertising and marketing world came together to result in a far more desirable future?” These questions inspired authors Jerry Wind and Catharine Hays, creators of the Wharton Future of Advertising Program, to seek insight from more than 200 thought leaders from around the world in a massive project they called Advertising 2020. The responses, combined with Wind and Hays’ own research, formed the basis for their book, Beyond Advertising: Creating Value Through All Customer Touchpoints (John Wiley & Sons, 2016; Hoboken,NJ).Footnote1 We offer an adapted excerpt in the pages that follow.