The Dentsu way : secrets of cross switch marketing from the world's most innovative advertising agency / Kotaro Sugiyama, Tim Andree, and the Dentsu cross switch team.
The origins of the Dentsu way -- Breadth and depth: an overview of Dentsu scope and services -- From AIDMA to AISAS: the growing importance of cross communication -- Cross communication: a look at what makes it work -- Creating scenarios for cross communication -- Case studies of the cross switch way -- The cross switch design process -- From insight to scenario creation -- Structural design and measurement for cross switch.
