A Japanese Advertising Agency

A Japanese Advertising Agency
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By:"Brian Moeran"
"Business & Economics"
Published on 1996-01-01 by University of Hawaii Press

This is a formal account of the structure and organization of a large Japanese advertising agency.

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This is a formal account of the structure and organization of a large Japanese advertising agency. Based on a year's fieldwork in a Tokyo-based agency, the book presents a case study of an advertising campaign to outline the complex relations that exist both between different division (Account, Planning, Marketing, Creative) within an advertising agency, and between the agency and the client, on the one hand, and the agency and media on the other.

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