Guerrilla Creativity
없습니다
도서+교보Only(교보배송)을 함께 15,000원 이상 구매 시 무료배송
15,000원 미만 시 2,500원 배송비 부과
20,000원 미만 시 2,500원 배송비 부과
15,000원 미만 시 2,500원 배송비 부과
1Box 기준 : 도서 10권
알립니다.
- 본 상품은 주문 후 제작되는 맞춤도서입니다.
주문기간에 따라 도서 출고일은 영업일 기준 최소 3일에서 최대 8일이 소요됩니다. - 해외주문도서는 고객님의 요청에 의해 주문하는 '개인 오더' 상품이기 때문에, 단순한 고객변심/착오로 인한 취소, 반품, 교환의 경우 '해외주문 반품/취소 수수료'를 부담하셔야 합니다. 이점 유의하여 주시기 바랍니다.
- 반품/취소 수수료:(1)서양도서-판매정가의 12%, (2)일본도서-판매정가의 7% (반품/취소 수수료는, 수입제반비용(FedEx수송비용, 관세사비, 보세창고료, 내륙 운송비, 통관비 등)과 재고리스크(미판매 리스크, 환차손)에 따른 비용을 포함하며, 서양도서는 판매정가의 12%, 일본도서는 판매정가의 7%가 적용됩니다.)
- 외국도서의 경우 해외제공정보로만 서비스되어 미표기가된 정보가 있을 수 있습니다. 필요한 정보가 있을경우 1:1 문의게시판 을 이용하여 주십시오.
취소/반품에 대한 안내
POD도서는 고객 주문 후 제작되는 도서로, 단순변심 및 착오로 인한 취소, 반품이 절대 불가하니 이점 반드시 유의하여 주시기 바랍니다.
해외주문/바로드림/제휴사주문/업체배송건의 경우 1+1 증정상품이 발송되지 않습니다.
패키지
북카드
1 The Purpose of Creativity Not Producing Art but Changing Human Behavior THE PREHISTORIC MAN Uba spent all day in the drizzling rain trying to catch a fish because his family desperately needed food. But Uba couldn't grab a fish from the stream, though he occasionally got his hands on one. Frustrated and weak from hunger, he just couldn't grab any fish firmly enough before it slithered from his hands and returned to the stream. Worse yet, the drizzle turned to a downpour, and Uba was forced to seek shelter in a nearby cave. When his eyes became accustomed to the dark, he noticed a series of paintings in the cave. One depicted a deer. Another showed a godlike figure. But it was the third that captured his attention. There on the cave wall was a simple drawing of a man holding a long stick. At the end of the stick, a fish was impaled. Suddenly Uba got the idea! Within an hour he returned to his family carrying five fish, all of which he had caught with a sharpened stick. Uba's family was saved by a meme. A meme is a self-explanatory symbol, using words, action, sounds, or, in this case, pictures that communicate an entire idea. Uba may have discovered history's first meme. Memes can do a lot more than save a family. Memes can save a business as well and propel it into a high-profit mode. Guerrilla creativity means enlisting the wondrous power of memes in your marketing. What you don't know about creativity What you don't know about creativity subtracts from your potential profits every year. What you are about to learn will add to your profits - now and forever. It's something as foreign to you as the Internet was back in the 1970s - but every bit as important as the Internet is now when it comes to your company's profitability. This book is about creativity in marketing - guerrilla creativity. Creativity in marketing is very different from creativity in the arts. Memes in marketing are about profits. And guerrilla creativity has at its core a meme. That's why the star of this book, and the key to true guerrilla creativity, is a meme. The wheel is a meme. The Green Giant is a meme. You'll become aware of many more memes as you read on, but mainly you'll discover the astonishing lack of memes in marketing. Bad as this is, it's a great opportunity for guerrillas. Guerrilla creativity tells you it's time for your company to have its own meme. Guerrilla creativity suggests that if you get in your prospects'faces with your meme, they will make it part of their family. What memes do Memes travel. Memes spread. Memes are viral. In fact, in scientific circles they're referred to as "mind viruses." Memes are simple to create. And memes can goose your company's profitability, not to mention civilization itself. Memes save you money because they implant a message that's repeated to the point where people are clear on what you offer and you don't have to constantly change your marketing campaign. They break through the sensory overload that increases every day. The bigger that overload, the more you need a meme for your company. Richard Dawkins, an Oxford biologist who coined the word meme in 1976 in his book The Selfish Gene, defines it as a basic unit of cultural transmission or imitation. Guerrilla marketers define it as the essence of an idea, expressed as a symbol or set of words, an action or a sound . . . or all of these. You must know three things about the meme: 1. It's the lowest common denominator of an idea, a basic unit of communication. 2. It can alter human behavior, and in guerrilla marketing that means motivating people to buy whatever the gu
The guru of the Guerrilla Marketing series, which has sold more than one million copies, shows small business owners how to cut through the clutter of new information with simple, powerful ideas that customers will find irresistible. Today, with more than four thousand marketing messages assailing consumers daily, it is more important than ever to create an original, appealing, and memorable message. Marketer extraordinaire Jay Conrad Levinson shows readers how to craft such messages using memes -- simple symbols that represent complex ideas. Memes can be words, such as Lean Cuisine or "Remember the Alamo," or they can be images, such as the Red Cross or Betty Crocker. They can even be actions, like drenching a victorious coach with a barrelful of Gatorade. The best memes can propel a product or service to the pinnacle of success. As no other book has done before, GUERILLA CREATIVITY shows how even someone who doesn't consider himself creative can make memes that work. Using a variety of examples of memes both good and bad, Levinson guides readers step by step through the process of fashioning marketing materials that result in increased sales, savings, market share, and profits. Along the way he reveals the fifty reasons people buy things, the ten biggest marketing myths, ways to make your message instill hope, surprise, and urgency, and many more wise, surprising notions that readers can readily translate into profits.
The guru of the Guerrilla Marketing series, which has sold more than one million copies, shows small business owners how to cut through the clutter of new information with simple, powerful ideas that customers will find irresistible.Today, with more than four thousand marketing messages assailing consumers daily, it is more important than ever to create an original, appealing, and memorable message. Marketer extraordinaire Jay Conrad Levinson shows readers how to craft such messages using memes -- simple symbols that represent complex ideas. Memes can be words, such as Lean Cuisine or "Remember the Alamo," or they can be images, such as the Red Cross or Betty Crocker. They can even be actions, like drenching a victorious coach with a barrelful of Gatorade. The best memes can propel a product or service to the pinnacle of success. As no other book has done before, GUERILLA CREATIVITY shows how even someone who doesn't consider himself creative can make memes that work. Using a variety of examples of memes both good and bad, Levinson guides readers step by step through the process of fashioning marketing materials that result in increased sales, savings, market share, and profits. Along the way he reveals the fifty reasons people buy things, the ten biggest marketing myths, ways to make your message instill hope, surprise, and urgency, and many more wise, surprising notions that readers can readily translate into profits.
Contents 1 The Purpose of Creativity 1 Not Producing Art but Changing Human Behavior 2 What to Be Creative About 14 Your Offering Can Make Lives Better 3 The New Key to Creativity 34 Understanding the Omnipotent Meme 4 Where Creativity Is Born 63 Simple Research Can Result in Invaluable Knowledge 5 A Technique for Being Creative 74 Transforming Yourself into a Creative Genius 6 The Myths of Marketing Creativity 94 Eliminating Ten Obstacles to a Successful Marketing Campaign 7 The Truth About Creativity 110 Invisible to Most Marketers, Including Your Competitors 8 Breaking Through the Clutter 121 Creating Dynamite Marketing Materials 9 Creative Positioning and Enduring Patience 145 Owning a Position That Lives in the Minds of Your Prospects 10 Why You Need a Meme Now More Than Ever 162 The Importance of Starting in the Right Place Sources 192 Index 193 Continue Your Guerrilla Training with the Guerrilla Marketing Newsletter 207
작가정보
저자(글) Levinson, Jay Conrad
자금과 인력이 부족한 소기업 비즈니스 현실에 맞는 마케팅 전략을 제시해 전 세계의 수많은 기업을 성공과 회생으로 이끈 게릴라 마케팅의 대가이다. 총 59권의 마케팅 서적을 집필한 열정의 소유자로 그의 대표작인 《게릴라 마케팅》은 46개 국어로 번역 출간되어 1,500만 부가 판매된 초대형 베스트셀러이자 역사상 가장 많이 팔린 마케팅 도서로 꼽히고 있다. 또 유수 MBA 과정의 필독서로 사용되고 있으며 대기업 위주의 마케팅 전략에서 벗어나 소기업이 채택할 수 있는 유연하고 민첩한 저비용 마케팅 전술을 다양하게 제시했다는 점에서 세계의 주목을 받았다. 이 책은 최근 급변하고 있는 마케팅 상황과 기법, 다양한 테크놀로지, 온라인 마케팅 동향과 사례를 새롭게 추가한 최신 개정판(제4판)으로 작은 기업이 최소한의 비용으로 어떻게 큰 기업을 상대하여 수익을 올리고 승리할 수 있는지 200여 가지의 다양한 실전 기법들을 담고 있다. 제이 콘래드 레빈슨은 캘리포니아대학교에서 게릴라 마케팅을 강의했고, 세계적인 광고대행사 제이 월터 톰슨(J. Walter Thompson) 부사장, 유럽의 레오 버넷(Leo Burnett) 마케팅 책임자 및 총괄이사를 지냈다. 현재는 비즈니스 컨설팅 회사인 게릴라 마케팅 인터내셔널(Guerrilla Marketing International) 회장으로 집필과 함께 어도비사와 애플사를 비롯하여 전 세계 기업을 대상으로 활발한 컨설팅 활동을 펼치고 있다.
목차
The Purpose of Creativity: Not Producing Art but Changing Human Behavior p. 1 What to Be Creative About: Your Offering Can Make Lives Better p. 14 The New Key to Creativity: Understanding the Omnipotent Meme p. 34 Where Creativity Is Born: Simple Research Can Result in Invaluable Knowledge p. 63 A Technique for Being Creative: Transforming Yourself into a Creative Genius p. 74 The Myths of Marketing Creativity: Eliminating Ten Obstacles to a Successful Marketing Campaign p. 94 The Truth About Creativity: Invisible to Most Marketers, Including Your Competitors p. 110 Breaking Through the Clutter: Creating Dynamite Marketing Materials p. 121 Creative Positioning and Enduring Patience: Owning a Position That Lives in the Minds of Your Prospects p. 145 Why You Need a Meme Now More Than Ever: The Importance of Starting in the Right Place p. 162 Sources p. 192 Index p. 193 Continue Your Guerrilla Training with the Guerrilla: Marketing Newsletter p. 207 Table of Contents provided by Syndetics. All Rights Reserved.
기본정보
ISBN | 9780618104680 ( 0618104682 ) |
---|---|
발행(출시)일자 | 2001년 10월 26일 |
쪽수 | 224쪽 |
크기 |
152 * 229
* 14
mm
/ 277 g
|
총권수 | 1권 |
언어 | 영어 |
Klover
e교환권은 적립 일로부터 180일 동안 사용 가능합니다.
리워드는 작성 후 다음 날 제공되며, 발송 전 작성 시 발송 완료 후 익일 제공됩니다.
리워드는 리뷰 종류별로 구매한 아이디당 한 상품에 최초 1회 작성 건들에 대해서만 제공됩니다.
판매가 1,000원 미만 도서의 경우 리워드 지급 대상에서 제외됩니다.
일부 타인의 권리를 침해하거나 불편을 끼치는 것을 방지하기 위해 아래에 해당하는 Klover 리뷰는 별도의 통보 없이 삭제될 수 있습니다.
- 도서나 타인에 대해 근거 없이 비방을 하거나 타인의 명예를 훼손할 수 있는 리뷰
- 도서와 무관한 내용의 리뷰
- 인신공격이나 욕설, 비속어, 혐오발언이 개재된 리뷰
- 의성어나 의태어 등 내용의 의미가 없는 리뷰
리뷰는 1인이 중복으로 작성하실 수는 있지만, 평점계산은 가장 최근에 남긴 1건의 리뷰만 반영됩니다.
구매 후 리뷰 작성 시, e교환권 200원 적립
문장수집
e교환권은 적립 일로부터 180일 동안 사용 가능합니다. 리워드는 작성 후 다음 날 제공되며, 발송 전 작성 시 발송 완료 후 익일 제공됩니다.
리워드는 한 상품에 최초 1회만 제공됩니다.
주문취소/반품/절판/품절 시 리워드 대상에서 제외됩니다.
구매 후 리뷰 작성 시, e교환권 100원 적립