secrets of cross switch marketing from the world's most innovative advertising agency Sugiyama, Kotaro. creator Andree, Tim text xxu New Delhi Tata McGraw Hill 2011 monographic eng

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xxiv,310p.: 22cm.(pbk) ill. 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. by Kotaro Sugiyama [and] Tim Andree. Includes bibliographical references and index Dentsū. Advertising agencies Japan Management Marketing | Management Advertising 658.8 9780071332491 0071332499 ENG-103071 DBAD/PUB DPL 110720 20110720161824.0 Eng