TY  - BOOK
AU  - Sugiyama,Kotaro
AU  - Andree,Tim
TI  - The Dentsu way: 9 lessons for innovation in marketing from the world's leading advertising agency
SN  - 9780071748124
PY  - 2010///
CY  - New York
PB  - The McGraw Hill Companies
KW  - Advertising
KW  - Advertising agencies
KW  - Japan
KW  - Management
KW  - Marketing
N1  - 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  -