main product photo

The Dentsu Way: Secrets of Cross Switch Marketing from the World’s Most Innovative Advertising Agency

1st Edition
0071752781 · 9780071752787
The breakthrough marketing strategy from the world's most innovative advertising agencyOne of the largest and most successful advertising companies in the world, Dentsu has pioneered a sophisticated new cross-communication strategy--and now it's bein… Read More
Add to Wish List
US$33.30
Download file to PC or Mac desktops or laptops

Step 1. Download Adobe Digital Editions Both PC and Mac users will need to download Adobe Digital Editions to access their eBook. You can download Adobe Digital Editions at Adobe's website here.


Step 2. Register an Adobe ID if you do not already have one. (This step is optional, but allows you to open the file on multiple devices) Visit account.Adobe.com to register your Adobe account.


Step 3: Authorize Adobe Digital Editions using your Adobe ID. In Adobe Digital Editions, go to the Help menu. Choose “Authorize Computer.”


Step 4: Open your file with Adobe Digital Editions. Once you’ve linked your Adobe Digital Editions with your Adobe ID, you should be able to access your eBook on any device which supports Adobe Digital Editions and is authorized with your ID. If your eBook does not open in Adobe Digital Editions upon download, please contact customer service

Part 1 Dentsu Comes of Age
1. The Origins of the Dentsu Way
2. Breadth and Depth: An Overview of Dentsu Scope and Services

Part 2 The Cross Communication Imperative
3. From AIDMA to AISAS: The Growing Importance of Cross Communication
4. Cross Communication: A Look at What Makes It Work
5. Creating Scenarios for Cross Communication

Part 3 Putting Cross Switch into Play
6. Case Studies of the Cross Switch Way
7. The Cross Switch Design Process
8. From Insight to Scenario Creation
9. Structural Design and Measurement for Cross Switch

Epilogue
Appendix: Outline of Cross Communication Behavior Survey