The Dentsu way : 9 lessons for innovation in marketing from the world's leading advertising agency - Sugiyama, Kotaro; Andree, Tim (New York: The McGraw Hill Companies, 2010)
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
Keywords: Marketing -- Management; Advertising; Advertising agencies -- Management -- Japan