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NEWS"The Dentsu Way: Secrets of Cross Switch Marketing from the World´s MOST INNOVATIVE ADVERTISING AGENCY": Published on Dec. 17, 2010

We have developed a sophisticated new Cross Communication strategy—and now it´s being revealed for the first time in English. In a world saturated with marketing messages, making your offering relevant is your biggest challenge. Our Cross Switch method meets it head on. "The Dentsu Way" shares proven tactics for getting your message to consumers and creating "scenarios" to move them through calibrated Contact Points to meet whatever specific goal you set. This innovative book:

  • Explains our 110-year history and unique service structure, as well as its broad range of business fields
  • Introduces ten case studies of successful campaigns, including campaigns which have won international advertising awards at events such as the Cannes Lions International Advertising Festival and ADFEST
  • Provides nine of our newest original tools and analysis methods

Gain broader, more meaningful customer involvement and penetrate more deeply than ever into your market by following
"The Dentsu Way".

"The Dentsu Way" : Click to view enlarged screen
[Contents]
Part 1 Dentsu Comes of Age
Chapter 1: The Origins of the Dentsu Way
Chapter 2: Breadth and Depth: An Overview of Dentsu´s Scope and Services
Part 2 The Cross Communication Imperative
Chapter 3: From AIDMA to AISAS: The Growing Importance of Cross Communication
Chapter 4: Cross Communication: A Look at What Makes It Work
Chapter 5: Creating Scenarios for Cross Communication
Part 3 Putting Cross Switch into Play
Chapter 6: Case Studies of the Cross Switch Way
Chapter 7: The Cross Switch Design Process
Chapter 8: From Insight to Scenario Creation
Chapter 9: Structure Design and Measurement for Cross Switch
Epilogue
Authors: Kotaro Sugiyama, Tim Andree and The Dentsu Cross Switch Team
Hardcover: 336 pages
Publisher: McGraw-Hill; 1 edition (December 17, 2010)
Language: English
ISBN-10: 0071748121
ISBN-13: 978-0071748124
 

Available in online bookstores.

 

 

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