TY  - BOOK
AU  - Sugiyama, Kotaro.
AU  - Andree, Tim
TI  - The Dentsu way: secrets of cross switch marketing from the world's most innovative advertising agency 
SN  - 9780071332491
U1  - 658.8 
PY  - 2011///
CY  - New Delhi
PB  - Tata McGraw Hill
KW  - Dentsū
KW  - Advertising agencies
KW  - Japan
KW  - Management
KW  - Marketing |
KW  - Advertising
N1  - Includes bibliographical references and index; 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
ER  -