The Dentsu way : 9 lessons for innovation in marketing from the world's leading advertising agency
by
Sugiyama, Kotaro.
Title
:
The Dentsu way : 9 lessons for innovation in marketing from the world's leading advertising agency
Author
:
Sugiyama, Kotaro.
Andree, Tim.
ISBN
:
9780071748124
Personal Author
:
Sugiyama, Kotaro.
Publication Information
:
New York : McGraw-Hill, c2011.
Physical 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.
Corporate Subject
:
Dentsū.
Subject Term
:
Advertising agencies -- Japan -- Management.
Marketing -- Management.
Advertising.
Added Author
:
Andree, Tim.
| Library | Item Barcode | Material Type | Shelf Number | Status |
|---|
| Perpustakaan Kuala Lumpur | 39292004211148 | Adult Bussiness & Economic (openshelf) | 658.8/SUG | Economy & Business |