The Dentsu Way pdf epub mobi txt 電子書下載2025

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出版者:McGraw-Hill

作者:Kotaro Sugiyama

出品人:

頁數:320

译者:

出版時間:2010-11-22

價格:242.00元

裝幀:Hardcover

isbn號碼:9780071748124

叢書系列:

圖書標籤:

廣告
dentsu
cross-media
市場營銷
業務
廣告
專業書
Studies

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This title offers 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; and, 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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cross switch是这本书的关键词，但我想它和老浦一直强调的media mix也没甚大区别。不过这本书里说，cross communication is using a core idea to create a scenario for effectively moving the target to action. 呆过美国的agency然后进入电通，觉得它有什么不同？ - 绝对...

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