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The Dentsu way : secrets of cross switch marketing from the world's most innovative advertising agency / Kotaro Sugiyama, Tim Andree and the Dentsu Cross Switch Team.

By: Contributor(s): Publication details: New York : McGraw-Hill, c2011.Description: xxiv, 310 p. : ill. ; 24 cmISBN:
  • 9780071748124 (hbk.)
  • 0071748121 (hbk.)
Subject(s): DDC classification:
  • 658.8 SUG 2011
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.
Holdings
Cover image Item type Current library Home library Collection Shelving location Shelf location Call number Materials specified Vol info Copy number Status Notes Date due Barcode Item holds Item hold queue priority Course reserves
Main Collection Taylor's Library-TU

Floor 4, Shelf 26 , Side 2, TierNo 4, BayNo 7

 658.8 SUG 2011 (Browse shelf(Opens below)) 1 Available TBSxx,34003,03,AD 5000116419

Includes bibliographical references and index.

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.