The Dentsu way : 9 lessons for innovation in marketing from the world's leading advertising agency
| Main Author: | Sugiyama, Kotaro |
|---|---|
| Other Authors: | Andree, Tim |
| Format: | Open Shelf |
| Published: |
New York:
The McGraw Hill Companies,
c2010.
|
| Subjects: |
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