The Dentsu Way:  Secrets of Cross Switch Marketing from the World's Most Innovative Advertising Agency PDF (Adobe DRM) download by Tim Andree

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

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McGraw-Hill
Publication date: November 2010
ISBN: 9780071752787
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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 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 servicestructure, as well as its broad range of business fieldsIntroduces ten case studies of successful campaigns, which have won international advertising awards at events such as the Cannes Lions International Advertising Festivaland ADFESTProvides nine of Dentsu's newest original tools andanalysis methodsGain broader, more meaningful customer involvement andpenetrate more deeply than ever into your market by following the Dentsu Way.For over 100 years, Dentsu has spearheaded marketing innovation around the world. In The Dentsu Way, two of the company's highest-level executives reveal the organization's groundbreaking strategy for meeting the challenges of today's fragmented media landscape, populated by consumers who are increasingly selective about where, when, and how they retrieve information.Today, Dentsu is employing a new model to promote a fresh way of thinking about marketing and remove the guesswork from the decision-making processes. That model is called Cross Switch.The Dentsu Way provides a comprehensive description of Cross Switch and explains how you can use it to create "scenarios" to move targets and capture their hearts through appropriately calculated Contact Points. It is a highly effective strategy to:Get consumers' attention in an era of overwhelming informationGain broader and deeper consumer involvementMeasure the performance of every campaignThe authors discuss how you can apply Dentsu's revolutionary framework to develop your own strategies. You will discover how to achieve any marketing goal--from building a brand to boosting sales. This book reveals thebiggest secret in marketing today.Dentsu is headquartered in Tokyo and has more than 19,000 employees in 139 subsidiaries in Japan, the United States, the United Kingdom, Russia, China, Brazil, India and more than 20 other countries.
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The Dentsu Way : Secrets of Cross Switch Marketing from the World's Most Innovative Advertising Agency: Secrets of Cross Switch Marketing from the Wor ePub (Adobe DRM) download by Tim Andree
List Price: $28.00 eBook price: $24.99
The Dentsu Way:  Secrets of Cross Switch Marketing from the World's Most Innovative Advertising Agency PDF (Adobe DRM) download by Tim Andree
McGraw-Hill, November 2010
ISBN: 9780071752787
EAN:  9780071752787
PDF (Adobe DRM)
List Price: $35.00 eBook price: $31.99