Cover image for The Dentsu way : 9 lessons for innovation in marketing from the world's leading advertising agency
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:
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.
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39292004211148 Adult Bussiness & Economic (openshelf) 658.8/SUG
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