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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:

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: 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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