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The Dentsu way : 9 lessons for innovation in marketing from the world's leading advertising agency

Author: Kotaro Sugiyama; Tim Andree
Publisher: New York : McGraw-Hill ; London : McGraw-Hill [distributor], 2011.
Edition/Format:   Book : EnglishView all editions and formats
Database:WorldCat
Summary:

Lessons from Dentsu, one of the largest, most innovative marketing and communications companies in the world

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Document Type: Book
All Authors / Contributors: Kotaro Sugiyama; Tim Andree
ISBN: 9780071748124 0071748121
OCLC Number: 725774313
Notes: Formerly CIP.
Description: xxi, 310 p. : ill. ; 22 cm.
Contents: The origins of the Dentsu way --
Breadth and depth: an overview of Dentsu scope and services --
From AIDMA to AISAS: the growing importance of cross communication --
Cross communication: a look at what makes it work --
Creating scenarios for cross communication --
Case studies of the cross switch way --
The cross switch design process --
From insight to scenario creation --
Structural design and measurement for cross switch.
Responsibility: by Kotaro Sugiyama and Tim Andree.

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