Book

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

by  Kotaro Sugiyama / Tim Andree

Table Of 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

Subject

Management / Advertising agencies / Marketing / Advertising

Details

Published New York : McGraw-Hill, 2011
Language English
Material xxiv, 310 p.
ISBN 0071748121 / 9780071748124
Location
HF 6181 .D4 S947 2011 C.1
TCDC Bangkok - Closed Stack
HF 6181 .D4 S947 2011 C.2
TCDC Chiang Mai - General Collection

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