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658.8SUG
Sugiyama, Kotaro.
   The Dentsu way : secrets of cross switch marketing from the world's most innovative advertising agency / by Kotaro Sugiyama [and] Tim Andree..- New Delhi:Tata McGraw Hill,2011.
  xxiv,310p.:ill.;22cm.(pbk)
  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.
  Note: Includes bibliographical references and index
  ISBN:9780071332491     Rs. 375.00  ISBN:0071332499     Rs. 375.00

  DBAD/PUB /ENG-103071/ EN-86604 /   375.00 /sign