The Dentsu Way

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 information

• Gain broader and deeper consumer involvement

• Measure the performance of every campaign

The 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 the biggest 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.