008110217s2008    ulk           000a  kor
 020  ▼a9788962600568▼g04320▼c\12000
 0411 ▼akor▼heng
 056  ▼a326.16▼24
 090  ▼a326.16▼b리58ㅁ
 1001 ▼a리스, 알
 24510▼a마케팅 불변의 법칙▼d알 리스▼e잭 트라우트 [공]지음▼e이수정 옮김▼e정지혜 감수
 260  ▼a서울▼b비즈니스맵▼c2008
 300  ▼a235 p.▼c23 cm
 44000▼aAl Rise Special Edition
 50000▼a감수:정지혜
 50710▼aAl Ries 
 50710▼aJack Trout 
 50711▼t(The) 22 immutable laws of marketing
 653  ▼a마케팅▼a법칙
 7001 ▼aRies, Al
 7001 ▼aTrout, Jack
 7001 ▼a이수정
 7001 ▼a정지혜
 90011▼a트라우트, 잭
 9500 ▼b\12000

한국어판 서문 = 10

감수의 변 = 13

들어가는 말 = 17

1 리더십의 법칙(The Law of Leadership)

 더 좋기보다는 최초가 되는 편이 낫다 = 23

2 영역의 법칙(The Law of Category)

 어느 영역에서 최초가 될 수 없다면, 최초가 될 수 있는 새로운 영역을 개척하라 = 35

3 기억의 법칙(The Law of Mind)

 시장에서 최초가 되기보다는 기억 속에서 최초가 되는 편이 낫다 = 43

4 인식의 법칙(The Law of Perception)

 마케팅은 제품의 싸움이 아니라 인식의 싸움이다 = 49

5 집중의 법칙(The Law of Focus)

 마케팅에서 가장 강력한 개념은 소비자의 기억 속에 하나의 단어를 심고 그것을 소유하는 것이다 = 61

6 독점의 법칙(The Law of Exclusivity)

 소비자의 마음속에 심은 단어를 두 회사가 동시에 소유할 수는 없다 = 75

7 사다리의 법칙(The Law of Ladder)

 사다리의 어떤 디딤대를 차지하고 있느냐에 따라 구사할 전략은 달라진다 = 81

8 이원성의 법칙(The Law of Duality)

 장기적으로 볼 때, 모든 시장은 두 마리 말이 달리는 경주다 = 91

9 반대의 법칙(The Law of Opposite)

 당신이 2위 자리를 겨냥하고 있다면, 당신의 전략은 리더 브랜드에 의해 정해진다 = 101

10 분할의 법칙(The Law of Division)

 시간이 지나면서 영역은 나뉘어 둘 또는 그 이상이 된다 = 111

11 조망의 법칙(The Law of Perspective)

 마케팅 효과는 오랜 시간에 걸쳐 발효된다 = 121

12 라인 확장의 법칙(The Law of Extension)

 회사 내부에는 브랜드의 자산을 확장시키려는 거역하기 힘든 압력이 존재한다 = 131

13 희생의 법칙(The Law of Sacrifice)

 무언가를 얻기 위해서는 무언가를 포기해야 한다 = 145

14 속성의 법칙(The Law of Attributes)

 스스로 부정적인 면을 인정하면 소비자는 긍정적인 평가를 내려줄 것이다 = 159

15 정직의 법칙(The Law of Candor)

 어떤 속성이든 반대되면서 효과적인 또 다른 속성이 존재하기 마련이다 = 167

16 단일의 법칙(The Law of Singularity)

 어떤 상황에서든 하나의 단일 행동만이 실제적인 결과를 창출한다 = 175

17 예측 불가의 법칙(The Law of Unpredictability)

 경쟁자의 계획을 예측하지 못하면, 미래를 예측할 수 없다 = 183

18 성공의 법칙(The Law of Success)

 많은 경우 성공은 자만심을 낳고, 자만심은 실패를 낳는다 = 193

19 실패의 법칙(The Law of Failure)

 실패는 예상되고 또 받아들여져야 한다 = 201

20 과장의 법칙(The Law of Hype)

 상황은 언론에 나타난 것과 정반대인 경우가 많다 = 207

21 가속의 법칙(The Law of Acceleration)

 성공적인 마케팅 프로그램은 유행이 아닌 트렌드를 기반으로 한다 = 217

22 재원의 법칙(The Law of Resources)

 충분한 자금 없이, 아이디어는 실행에 옮겨질 수 없다 = 223


경고 = 231