Sugiyama, Kotaro.
The Dentsu way : 9 lessons for innovation in marketing from the world's leading advertising agency / by Kotaro Sugiyama and Tim Andree. - New York : McGraw-Hill, c2011. - xxi, 310 p. : ill. ; 22 cm.
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.
9780071748124 (hbk.) 0071748121 (hbk.)
2010025379
Dentsū.
Advertising agencies--Management.--Japan
Marketing--Management.
Advertising.
HF6181.D4 / S84 2011
658.8 / SUG 2011
The Dentsu way : 9 lessons for innovation in marketing from the world's leading advertising agency / by Kotaro Sugiyama and Tim Andree. - New York : McGraw-Hill, c2011. - xxi, 310 p. : ill. ; 22 cm.
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.
9780071748124 (hbk.) 0071748121 (hbk.)
2010025379
Dentsū.
Advertising agencies--Management.--Japan
Marketing--Management.
Advertising.
HF6181.D4 / S84 2011
658.8 / SUG 2011