000			01747nam a2200229Ia 4500
003			NULRC
005			20250520102915.0
008			250520s9999 xx 000 0 und d
020			_a9780071748124
040			_cNULRC
050			_aHF 6181.D4 .S84 2011
100			_aSugiyama, Kotaro _eauthor
245		4	_aThe Dentsu way: _bsecrets of cross switch marketing from the world's most innovative advertising agency / _cKotaro Sugiyama and Tim Andree
260			_aNew York : _bMcGraw Hill Education, _cc2011
300			_axxiv, 310 pages : _billustrations ; _c24 cm.
504			_aIncludes bibliographical references.
505			_aThe 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 -- Structure design and measurement for cross switch
520			_aThe Dentsu Way shares proven tactics for getting your message to consumers and creating "scenarios" to move them through calibrated Contact Points to meet whatever specific goal you set. This game-changing book: explains Dentsu's 110-year history and unique service structure, as well as its broad range of business fields; introduces ten case studies of successful campaigns, which have won international advertising awards at events such as the Cannes Lions International Advertising Festival and ADFEST; provides nine of Dentsu's newest original tools and analysis methods.
650			_aMARKETING -- MANAGEMENT
700			_aAndree, Tim _eco-author
942			_2lcc _cBK
999			_c18429 _d18429