Taylor's Library

Normal view MARC view ISBD view

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: Sugiyama, Kotaro.
Contributor(s): Andree, Tim.
Publisher: New York : McGraw-Hill, c2011Description: xxiv, 310 p. : ill. ; 24 cm.ISBN: 9780071748124 (hbk.); 0071748121 (hbk.).Subject(s): Dentsū | Advertising agencies -- Japan -- Management | Marketing -- Management | AdvertisingDDC classification: 658.8
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.
Item type Current location Shelf location Call number Copy number Status Notes Date due Barcode
Main Collection Taylor's Library-TU

Floor 4, Shelf 26 , Side 2, TierNo 5, BayNo 7

 658.8 SUG 2011 (Browse shelf) 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.