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The Dentsu Way: Secrets of CrossSwitch Marketing from the World's Most Innovative Advertising Agency

The Dentsu Way: Secrets of CrossSwitch Marketing from the World's Most Innovative Advertising Agency

作者 : Sugiyama, Kotaro/ Andree, Tim

出版社 : McGraw-Hill Education (Singapore)

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定價 : NT 980

售價9折, NT882

內容簡介


The breakthrough marketing strategy from the world's most innovative advertising agency
One of the largest and most successful advertising companies in the world, Dentsu has pioneered a sophisticated new cross-communication strategy--and now it's being revealed for the first time. In a world saturated with marketing messages, making your offering relevant is your biggest challenge. Dentsu's Cross Switch model 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 game-changing book:

Explains Dentsu's 110-year history and unique service structure, as well as its broad range of business fields
Introduces ten case studies of successful campaigns, which have won international advertising awards at events such as the Cannes Lions International Advertising Festival and ADFEST
Provides nine of Dentsu's 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.
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