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AuthorSugiyama, Kotaro
TitleThe Dentsu way : 9 lessons for innovation in marketing from the world's leading advertising agency / by Kotaro Sugiyama and Tim Andree
Imprint New York : McGraw-Hill, c2011
Descript xxi, 310 p. : ill. ; 22 cm


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

Dentsåu Advertising agencies -- Japan -- Management Marketing -- Management Advertising

Chula Business School Library658.8 S947D 2011CHECK SHELVES

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