The Dentsu Way Secrets Of Cross Switch Marketing From The Worlds Most Innovative Advertising Agency

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

Author : Kotaro Sugiyama
Publisher : McGraw Hill Professional
ISBN 13 : 0071752781
Total Pages : 240 pages
Book Rating : 4.0/5 (717 download)

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Book Synopsis The Dentsu Way: Secrets of Cross Switch Marketing from the World’s Most Innovative Advertising Agency by : Kotaro Sugiyama

Download or read book The Dentsu Way: Secrets of Cross Switch Marketing from the World’s Most Innovative Advertising Agency written by Kotaro Sugiyama and published by McGraw Hill Professional. This book was released on 2010-12-10 with total page 240 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

The Dentsu Way

Author : Kotaro Sugiyama
Publisher :
ISBN 13 :
Total Pages : 0 pages
Book Rating : 4.:/5 (17 download)

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Book Synopsis The Dentsu Way by : Kotaro Sugiyama

Download or read book The Dentsu Way written by Kotaro Sugiyama and published by . This book was released on 2010 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Beyond Traditional Marketing

Author : Kamran Kashani
Publisher : John Wiley & Sons
ISBN 13 : 0470015446
Total Pages : 324 pages
Book Rating : 4.4/5 (7 download)

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Book Synopsis Beyond Traditional Marketing by : Kamran Kashani

Download or read book Beyond Traditional Marketing written by Kamran Kashani and published by John Wiley & Sons. This book was released on 2005-09-27 with total page 324 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book aims to be what every marketing manager needs to know about marketing in today?s competitive markets. The idea was born out of repeated comments from IMD clients that there were gaps in the ?classic? literature where innovations in practice had moved ahead of the discipline at an academic level. Each chapter takes a subject that can be defined as being new or relatively new (for instance value chain marketing, marketing through collaboration with customers, and two-way brand building) and illustrates how new thinking has led to innovations in practice. The book is full of examples of real-world companies who have dealt effectively with the emerging issues, and others who have not. Each chapter ends with managerial highlights and actionable summaries.

Predicting Market Success

Author : Robert Passikoff
Publisher : John Wiley & Sons
ISBN 13 : 0470088796
Total Pages : 256 pages
Book Rating : 4.4/5 (7 download)

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Book Synopsis Predicting Market Success by : Robert Passikoff

Download or read book Predicting Market Success written by Robert Passikoff and published by John Wiley & Sons. This book was released on 2006-12-15 with total page 256 pages. Available in PDF, EPUB and Kindle. Book excerpt: Praise for Predicting Market Success "Predicting Market Success has come at the right time for major companies. The value of understanding the dimensions of your brand's unique appeal and strength of preference is indispensable for brand strategy today. This book is well worth your time." —Joseph T. Plummer, Chief Research OfficerThe Advertising Research Foundation "In the competitive world of branding, understanding what drives consumer loyalty is the cornerstone of a brand's continued success. Passikoff's market-driven insights on how to obtain, analyze, and utilize loyalty metrics will help you make strategic, brand-enhancing decisions." —Seth M. Siegel, Cochairman, The Beanstalk Group "Passikoff is the guy who can explain to me why people buy certain things from certain companies, even though other things by other companies seem just as good. With his great feel for pop culture and almost philosophical outlook, he understands what makes consumers tick-and stick." —Lenore Skenazy, syndicated columnist "Loyalty is a key component of the strength of a brand and brand equity, and Passikoff understands loyalty like few others. In this book, he captures the essence of loyalty and branding in a practical way-showing how loyalty drives profitability." —Erich Joachimsthaler, Chairman, Vivaldi Partners "If you want a business book that will make you feel justified, complimented, and comfortable, don't read this. If you want a book to challenge your beliefs about brand marketing right down to the core, you can't afford not to." —John Gaffney, Executive Editor, Peppers & Rogers Group

Market-Led Strategic Change

Author : Nigel F. Piercy
Publisher : Routledge
ISBN 13 : 1136379177
Total Pages : 780 pages
Book Rating : 4.1/5 (363 download)

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Book Synopsis Market-Led Strategic Change by : Nigel F. Piercy

Download or read book Market-Led Strategic Change written by Nigel F. Piercy and published by Routledge. This book was released on 2012-05-04 with total page 780 pages. Available in PDF, EPUB and Kindle. Book excerpt: The third edition of Market-Led Strategic Change builds on the massive success of the previous two editions, popular with lecturers and students alike, presenting an innovative approach to solving an old problem: making marketing happen! In his witty and direct style, Nigel Piercy has radically updated this seminal text, popular with managers, students, and lecturers alike, to take into account the most recent developments in the field. With a central focus on customer value and creative strategic thinking, he fully evaluates the impact of electronic business on marketing and sales strategy, and stresses the goal of totally integrated marketing to deliver superior customer value. "Reality Checks" throughout the text challenge the reader to be realistic and pragmatic. The book confronts the critical issues now faced in strategic marketing: · escalating customer demands driving the imperative for superior value · totally integrated marketing to deliver customer value · the profound impact of electronic business on customer relationships · managing processes like planning and budgeting to achieve effective implementation At once pragmatic, cutting-edge and thought-provoking, Market-Led Strategic Change is essential reading for all managers, students and lecturers seeking a definitive guide to the demands and challenges of strategic marketing in the 21st century.

Advertising and Promotion

Author : Dr. Chris Hackley
Publisher : SAGE
ISBN 13 : 1848600526
Total Pages : 273 pages
Book Rating : 4.8/5 (486 download)

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Book Synopsis Advertising and Promotion by : Dr. Chris Hackley

Download or read book Advertising and Promotion written by Dr. Chris Hackley and published by SAGE. This book was released on 2005-01-26 with total page 273 pages. Available in PDF, EPUB and Kindle. Book excerpt: "A readable and absorbing account of what advertising people try to achieve (whether or not they know quite how or why), grounded in Chris Hackley's real and recent acquaintance with the practicalities of advertising, as well as its principles.... He minimises the inevitable jargon of linguistics and communication theory. His own language is always accurate and clear, and often engaging. The well managed flow from chapter to chapter sustains interest and enjoyment. I read the book from cover to cover in one sitting." - INTERNATIONAL JOURNAL OF ADVERTISING "Professor Hackley's book provides a timely reminder to student and practitioner alike that advertising continues to play a key role in the successful planning and implementation of marketing communications. Underpinned by a series of topical and often thought-provoking illustrations, this work not only explains how advertising is developed, but also presents the discipline in the wider context of socio-cultural and linguistic research. Working from a practical advertising management basis, the text raises some key issues for advertising as focus for academic and intellectual study." - Chris Blackburn, The Business School, Oxford Brookes University, formerly Account Director at Foote, Cone & Belding, Leagas Delaney and Boase Massimi Pollitt "Dr Hackley has an uncommon approach to advertising. His book combines the abstract theory of advertising and its effects with a hard-nosed practical approach. It is a guide to understanding and appreciating advertising and a way to understand how and why advertising works or why it does not. I think that this book is a fine text for students. Even more, it deserves to be read by advertising practitioners." - Arthur J. Kover, former editor of the Journal of Advertising Research, Management Fellow at the Yale School of Management Advertising and Promotion is not only a detailed and insightful account of how advertising is created; the book also explains how advertising comes to cast its all-enveloping shadow over contemporary consumer culture. Many case examples drawn from major international campaigns are used to illustrate the power of advertising to portray brand `personalities' in terms that resonate with consumers across many cultures. It contains detailed coverage of the major areas of advertising and marketing communications but it is not a simplistic treatment. Advertising and Promotion takes a novel intellectual approach and draws on concepts from the wider humanities and social sciences to cast fresh light on an over-familiar subject matter. It uniquely combines detailed case information, current research and lively topical issues to offer an authoritative and comprehensive account of advertising's pre-eminent role in contemporary marketing communications. It is an advanced student text, a reflective practitioner's handbook and an insightful account for the general reader.

Advertising and Promotion

Author : Chris Hackley
Publisher : SAGE
ISBN 13 : 1529756146
Total Pages : 330 pages
Book Rating : 4.5/5 (297 download)

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Book Synopsis Advertising and Promotion by : Chris Hackley

Download or read book Advertising and Promotion written by Chris Hackley and published by SAGE. This book was released on 2021-01-27 with total page 330 pages. Available in PDF, EPUB and Kindle. Book excerpt: Now in its fifth edition, this popular textbook continues to provide a comprehensive insight into the world of advertising and promotional communications. Unique in its approach, the authors situate the key concepts of marketing communications from the perspective of advertising agencies and provide insight into what a career within an ad agency might be like. Their critical approach grounded in up-to-date research allows the reader to develop an interdisciplinary understanding of marketing and advertising, including business, socio-cultural, media studies and consumer culture theory perspectives. Along with striking full colour visual advertisements and illustrations, new examples and case studies, this fifth edition has been fully updated to include: Two brand new chapters on Social Media Advertising and Digital Advertising Commentary on how the COVID-19 pandemic has and will impact advertising The evolving role of advertising agencies in the post digital era Emerging forms of advertising and promotion, including the role of influencers

Idols and Celebrity in Japanese Media Culture

Author : P. W. Galbraith
Publisher : Springer
ISBN 13 : 1137283785
Total Pages : 317 pages
Book Rating : 4.1/5 (372 download)

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Book Synopsis Idols and Celebrity in Japanese Media Culture by : P. W. Galbraith

Download or read book Idols and Celebrity in Japanese Media Culture written by P. W. Galbraith and published by Springer. This book was released on 2012-08-30 with total page 317 pages. Available in PDF, EPUB and Kindle. Book excerpt: This is the most complete and compelling account of idols and celebrity in Japanese media culture to date. Engaging with the study of media, gender and celebrity, and sensitive to history and the contemporary scene, these interdisciplinary essays cover male and female idols, production and consumption, industrial structures and fan movements.

Cultural Strategy

Author : Douglas Holt
Publisher : Oxford University Press
ISBN 13 : 019958740X
Total Pages : 404 pages
Book Rating : 4.1/5 (995 download)

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Book Synopsis Cultural Strategy by : Douglas Holt

Download or read book Cultural Strategy written by Douglas Holt and published by Oxford University Press. This book was released on 2010-10-28 with total page 404 pages. Available in PDF, EPUB and Kindle. Book excerpt: How do we explain the breakthrough market success of businesses like Nike, Starbucks, Ben & Jerry's, and Jack Daniel's? Conventional models of strategy and innovation simply don't work. The most influential ideas on innovation are shaped by the worldview of engineers and economists - build a better mousetrap and the world will take notice. Holt and Cameron challenge this conventional wisdom and take an entirely different approach: champion a better ideology and the world will take notice as well. Holt and Cameron build a powerful new theory of cultural innovation. Brands in mature categories get locked into a form of cultural mimicry, what the authors call a cultural orthodoxy. Historical changes in society create demand for new culture - ideological opportunities that upend this orthodoxy. Cultural innovations repurpose cultural content lurking in subcultures to respond to this emerging demand, leapfrogging entrenched incumbents. Cultural Strategy guides managers and entrepreneurs on how to leverage ideological opportunities: - How managers can use culture to out-innovate their competitors - How entrepreneurs can identify new market opportunities that big companies miss - How underfunded challengers can win against category Goliaths - How technology businesses can avoid commoditization - How social entrepreneurs can develop businesses that appeal to more than just fellow activists - How subcultural brands can break out of the 'cultural chasm' to mass market success - How global brands can pursue cross-cultural strategies to succeed in local markets - How organizations can maximize their innovation capabilities by avoiding the brand bureaucracy trap Written by leading authorities on branding in the world today, along with one of the advertising industry's leading visionaries, Cultural Strategy transforms what has always been treated as the "intuitive" side of market innovation into a systematic strategic discipline.

Architects of Buddhist Leisure

Author : Justin Thomas McDaniel
Publisher : University of Hawaii Press
ISBN 13 : 082487675X
Total Pages : 241 pages
Book Rating : 4.8/5 (248 download)

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Book Synopsis Architects of Buddhist Leisure by : Justin Thomas McDaniel

Download or read book Architects of Buddhist Leisure written by Justin Thomas McDaniel and published by University of Hawaii Press. This book was released on 2018-04-30 with total page 241 pages. Available in PDF, EPUB and Kindle. Book excerpt: Buddhism, often described as an austere religion that condemns desire, promotes denial, and idealizes the contemplative life, actually has a thriving leisure culture in Asia. Creative religious improvisations designed by Buddhists have been produced both within and outside of monasteries across the region—in Nepal, Japan, Korea, Macau, Hong Kong, Singapore, Laos, Thailand, and Vietnam. Justin McDaniel looks at the growth of Asia’s culture of Buddhist leisure—what he calls “socially disengaged Buddhism”—through a study of architects responsible for monuments, museums, amusement parks, and other sites. In conversation with noted theorists of material and visual culture and anthropologists of art, McDaniel argues that such sites highlight the importance of public, leisure, and spectacle culture from a Buddhist perspective and illustrate how “secular” and “religious,” “public” and “private,” are in many ways false binaries. Moreover, places like Lek Wiriyaphan’s Sanctuary of Truth in Thailand, Suối Tiên Amusement Park in Saigon, and Shi Fa Zhao’s multilevel museum/ritual space/tea house in Singapore reflect a growing Buddhist ecumenism built through repetitive affective encounters instead of didactic sermons and sectarian developments. They present different Buddhist traditions, images, and aesthetic expressions as united but not uniform, collected but not concise: Together they form a gathering, not a movement. Despite the ingenuity of lay and ordained visionaries like Wiriyaphan and Zhao and their colleagues Kenzo Tange, Chan-soo Park, Tadao Ando, and others discussed in this book, creators of Buddhist leisure sites often face problems along the way. Parks and museums are complex adaptive systems that are changed and influenced by budgets, available materials, local and global economic conditions, and visitors. Architects must often compromise and settle at local optima, and no matter what they intend, their buildings will develop lives of their own. Provocative and theoretically innovative, Architects of Buddhist Leisure asks readers to question the very category of “religious” architecture. It challenges current methodological approaches in religious studies and speaks to a broad audience interested in modern art, architecture, religion, anthropology, and material culture.

Essentials of Contemporary Advertising

Author : William F. Arens
Publisher : McGraw-Hill Higher Education
ISBN 13 : 9780071287579
Total Pages : 558 pages
Book Rating : 4.2/5 (875 download)

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Book Synopsis Essentials of Contemporary Advertising by : William F. Arens

Download or read book Essentials of Contemporary Advertising written by William F. Arens and published by McGraw-Hill Higher Education. This book was released on 2009 with total page 558 pages. Available in PDF, EPUB and Kindle. Book excerpt: Exploring the core principles that drive advertising, this book goes beyond academic theory. The authors present advertising as it is actually practiced and make the fundamentals accessible and relevant to the student's real life. Every chapter concludes with a learning exercise.

Advertising Education Around the World

Author : Jef I. Richards
Publisher :
ISBN 13 : 9780931030444
Total Pages : 524 pages
Book Rating : 4.0/5 (34 download)

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Book Synopsis Advertising Education Around the World by : Jef I. Richards

Download or read book Advertising Education Around the World written by Jef I. Richards and published by . This book was released on 2014 with total page 524 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Advertising resides at the hub of most countries' economy, so advertising education is by necessity, a global experience and practice. There are degree programs, tracks, concentrations, specializations or courses in advertising to be found in almost every corner of the globe. Most of them draw, or drew, from programs in the United States, but each of them has its own unique character and hurdles, and each has learned its own lessons. To advance standards everywhere, the hard-learned experiences of educators in one country must be shared with those in other places. This book is a small step toward building a global network among people who share a common interest: advertising." -- Back cover.

How To Manage Your Global Reputation

Author : Michael Morley
Publisher : NYU Press
ISBN 13 : 0814756794
Total Pages : 241 pages
Book Rating : 4.8/5 (147 download)

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Book Synopsis How To Manage Your Global Reputation by : Michael Morley

Download or read book How To Manage Your Global Reputation written by Michael Morley and published by NYU Press. This book was released on 2002-05 with total page 241 pages. Available in PDF, EPUB and Kindle. Book excerpt: Shows how public relations (PR) really works, why it makes a vital contribution to the dissemination of useful information, and how it guards corporate reputation. Demystifies crisis management with case histories of successes and failures of major corporations, and shows how PR professionals can set up corporate reputation management. For practitioners and students. Annotation copyrighted by Book News, Inc., Portland, OR

International Communication

Author : Daya Kishan Thussu
Publisher : Bloomsbury Publishing
ISBN 13 : 1780932677
Total Pages : 392 pages
Book Rating : 4.7/5 (89 download)

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Book Synopsis International Communication by : Daya Kishan Thussu

Download or read book International Communication written by Daya Kishan Thussu and published by Bloomsbury Publishing. This book was released on 2018-12-27 with total page 392 pages. Available in PDF, EPUB and Kindle. Book excerpt: The third edition of International Communication examines the profound changes that have taken place, and are continuing to take place at an astonishing speed, in international media and communication. Building on the success of previous editions, this book maps out the expansion of media and telecommunications corporations within the macro-economic context of liberalisation, deregulation and privitisation. It then goes on to explore the impact of such growth on audiences in different cultural contexts and from regional, national and international perspectives. Each chapter contains engaging case studies which exemplify the main concepts and arguments.

The Japanese Power Elite

Author : Albrecht Rothacher
Publisher : Springer
ISBN 13 : 1349229938
Total Pages : 325 pages
Book Rating : 4.3/5 (492 download)

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Book Synopsis The Japanese Power Elite by : Albrecht Rothacher

Download or read book The Japanese Power Elite written by Albrecht Rothacher and published by Springer. This book was released on 2016-07-27 with total page 325 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book attempts a coherent portrait of the heart of Japan's economic and political decision making. It presents the men occupying the core positions in Japan's ruling party, the central ministries, and in big business and its organizations. Elite career patterns, social origins, upbringing, university education, cognitive orientations and ways of life are reviewed, as are the interactions in the exclusive world of Japan's increasingly hereditary and bureaucratic class of power holders in conservative politics and big business.

Marketing and Football

Author : Michel Desbordes
Publisher : Routledge
ISBN 13 : 1136380647
Total Pages : 546 pages
Book Rating : 4.1/5 (363 download)

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Book Synopsis Marketing and Football by : Michel Desbordes

Download or read book Marketing and Football written by Michel Desbordes and published by Routledge. This book was released on 2012-05-23 with total page 546 pages. Available in PDF, EPUB and Kindle. Book excerpt: Football is arguably one of the most important sports in the world, and the marketing of football has become an increasingly important issue, as clubs and product owners need to generate more revenue from the sport. In a wider context, football marketing has also become a benchmarking standard for other sports to learn from worldwide. The practices and processes of such an established industry are important lessons for those sports which are yet to maximise on their potential earnings, and provide interesting lessons in sports marketing in general. Marketing and Football: an international approach is the first book to provide a comprehensive and entirely global approach to this subject. Written by an international team of contributors who are keen researchers in the field, it examines in two parts: the study of football marketing in Europe and the development of a marketing dedicated to football, with the question of the European example being used worldwide. A ground breaking text, it provides the reader with: * Contributions from the UK, Norway, France, Italy, Germany, Spain, Portugal, Ireland, Finland, Scotland, Brazil, Japan, USA, Canada, Argentina, Korea and Australia * Interviews with professional sports marketers representing some of the biggest clubs worldwide: Juventus Turin, FC Barcelona, Milan AC, Inter Milan, AS Rome, Olympique Lyonnais, Vicenza, SE Palmeiras, Atletico Mineiro, Atletico PR Marketing and Football: an international approach is a seminal text which will pave the way for future academics and practitioners to work, it is the first book to discuss and move towards a marketing dedicated to football.

Advertising & IMC

Author : Sandra Ernst Moriarty
Publisher :
ISBN 13 : 9781292017396
Total Pages : 669 pages
Book Rating : 4.0/5 (173 download)

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Book Synopsis Advertising & IMC by : Sandra Ernst Moriarty

Download or read book Advertising & IMC written by Sandra Ernst Moriarty and published by . This book was released on 2014-04-03 with total page 669 pages. Available in PDF, EPUB and Kindle. Book excerpt: For introductory courses in advertising An accessible, well-written, and student-friendly approach to advertising. Advertising tracks the changes in today's dynamic world of media and marketing communication-as well as the implications of these changes to traditional practice-and presents them to students through an accessible, well-written approach. The Tenth edition highlights the increasing importance of consumers as the driving force in today's advertising strategies, social media, and the Internet evolution/revolution. It also includes an increased IMC and brand focus.