Research Implications of the "Beyond Advertising" Paradigm: A Model and Roadmap For Creating Value through All Media and Non-Media Touchpoints
The Wharton School, University of Pennsylvania
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...