The Dentsu way : secrets of cross switch marketing from the world's most innovative advertising agency

The Dentsu way secrets of cross switch marketing from the world's most innovative advertising agency

Detalles Bibliográficos
Autor principal: Sugiyama, Kotaro (-)
Otros Autores: Andree, Tim
Formato: Libro
Idioma:Inglés
Publicado: New York : McGraw-Hill 2011
Materias:
Dentsū
Agencias de publicidad > Japón.
Publicidad > Japón.
Ver en Universidad de Navarra:https://unika.unav.edu/discovery/fulldisplay?docid=alma991010008679708016&context=L&vid=34UNAV_INST:VU1&search_scope=34UNAV_TODO&tab=34UNAV_TODO&lang=es
Tabla de Contenidos:
  • 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.

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