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The Dentsu way : secrets of cross switch marketing from the world's most innovative advertising agency

Author: Kotaro Sugiyama; Tim Andree
Publisher: New York : McGraw-Hill, ©2011.
Edition/Format:   Print book : EnglishView all editions and formats
Database:WorldCat
Summary:
"One of the largest and most successful advertising companies in the world, Dentsu has pioneered a sophisticated new cross-communication strategy - and now it's being revealed for the first time. In a world saturated with marketing messages, making your offering relevant is your biggest challenge. Dentsu's Cross Switch model meets it head on. The Dentsu Way shares proven tactics for getting your message to consumers  Read more...
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Document Type: Book
All Authors / Contributors: Kotaro Sugiyama; Tim Andree
ISBN: 9780071748124 0071748121
OCLC Number: 642511340
Description: xxiv, 310 pages : illustrations ; 24 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: Kotaro Sugiyama, Tim Andree, and the Dentsu cross switch team.

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

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