The Dentsu way : 9 lessons for innovation in marketing from the world's leading advertising agency / by Kotaro Sugiyama and Tim Andree

Author	Sugiyama, Kotaro
Title	The 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

CONTENT

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

LOCATION	CALL#	STATUS
Chula Business School Library	658.8 S947D 2011	CHECK SHELVES

Chulalinet's Book Delivery Request