잘 팔리는 책 VS 안 팔리는 책 또는 RBDM 금연법 > 도서

잘 팔리는 책 VS 안 팔리는 책



도서명 : 잘 팔리는 책 VS 안 팔리는 책
저자/출판사 : 한대웅, 써네스트
쪽수 : 440쪽
출판일 : 2016-05-15
ISBN : 9791186430170
정가 : 18000

서문
한 장으로 보는 마케팅 계획서 작성 프로세스

1부 출판 마케팅이란 무엇인가

01. 왜 지금 출판에 마케팅이 필요한가
02. 출판 마케팅은 독자를 만족시키는 과정
03. 마케팅에 대한 오해와 외면이 만드는 실수들
04. 8가지 사례로 살펴본 마케팅 성공과 실패
《헨리 포드의 성공과 실패》
05. 독자 만족의 출발점은 차별성
06. 출판 마케팅과 영업 비교
07. 가볍게 정리해본 출판 마케팅의 현재
08. 마케터의 임무와 마케팅팀 운영
09. 마케팅은 이윤을 극대화하는 기술
10. 텍스트는 도서의 13111. 출판 마케팅과 타업종 마케팅의 다른 점

2부 출판 마케팅의 기본 원리 및 방법

● 1단계 : 조사하고 분석하기
12. 신간 개발과 마케팅의 역할
13. 원고를 어떻게 읽을 것인가
14. 트렌드를 알면 성공의 기회를
15. 시장조사의 모든 것 1
16. 시장조사의 모든 것 2 4C
17. 독자는 책을 어떻게 구매하는가
● 2단계 : 콘셉트 도출
18. STP 이해하기
19. 포지셔닝 전략5가지, 출판 사례로 읽기
20. 콘셉트란 무엇인가
● 3단계 실행 : 출간 전략 구체화하기
21. 4P믹스, 이것만은 꼭 챙기자
22. 상품 전략 30623. 가격 전략 : 출판사는 어느 지점에서
24. 유통 전략 : 독자의 구매 접근성 높이기
25. 프로모션 전략: 가치를 알리고 독자와 소통하기
26. 출간 전후 무엇을 할 것인가
27. 출판 영업이란 무엇인가
28. 관리 업무는 어떻게 하는가
29. 인터넷 마케팅 이해하기

3부 출판 시장의 변화 흐름과 향후 전망

1. 수요 감소 - 살 사람이 충분하지 않다
2. 도서별 원가 부담 증가
3. 신간 수명주기의 단명화
4. 가격 파괴와 출혈 경쟁
5. 프로모션 비용, 판매량 결정의 핵심 변수
6. 유통 채널의 새로운 변화
7. 매체의 다양화, 활자 매체의 새로운 고민
8. 종이책 감소와 전자책 증가
9. 신문 서평의 영향력 감소
10. 책의 기획과 개발, 판매 방법의 변화
11. 새로운 독서 분야의 등장
12. 세분화된 시장의 중요성
13. 도서 간의 질적 차이 감소
14. 책에서 콘텐츠로
15. 출판의 국제화
16. 출판 업무 구성의 변화
17. 디지털 문화 확산, 새로운 저자군 등장
18. 디지털, 마케팅 툴을 변화시키다
19. 제품력과 판매력 시대의 한계, 그리고 마케팅의 시대
20. 변화를 만든 원인들
21. 향후 고민해야 할 것들

출판 마케팅, 한 장으로 정리하기
“출판 마케팅의 기본 원리 및 방법” 요약




RBDM 금연법



도서명 : RBDM 금연법
저자/출판사 : 홍동표, 북랩
쪽수 : 228쪽
출판일 : 2015-01-17
ISBN : 9791155854600
정가 : 11000

저자의 말 / 4

들어가며 / 6

제1부 담배의 여러 해악들 13
니코틴의 정체 ·······················································································14
담배의 중독성 ·······················································································18
담배는 왜 나쁜가? ·················································································21
담배연기와 암(癌) ·················································································26
나의 폐 나이는? ····················································································31
환경과 흡연 ··························································································35
최악의 청소년 흡연 ···············································································39
해악의 증거들 ·······················································································43
폐암! 가장 무서운 질병 ·········································································50
폐암 환자의 뒤늦은 후회 ·······································································53
폐암의 조기발견 ···················································································55
담배를 피우다 산화한 사람들의 이야기 ·················································59
스트레스보다 더 나쁜 담배 ···································································63

제2부 금연을 주도하는 뇌를 만들자 69
흡연 의존도와 금연 ···············································································70
이제는 결단할 때 ··················································································73
스트레스와 금연 ···················································································75
플라세보효과와 금연 ············································································78
코티솔과 운동 ·······················································································81
금단의 이중적 질병 ···············································································86
운동과 금연과의 관계 ···········································································89
운동과 금단증상 ···················································································93
명상으로 금연 훈련하기 ········································································96
금연을 주도하는 뇌를 만드는 비결 ························································99
명상이 금연회로망을 구축한다 ····························································101
내 뇌에서 담배 지우기 ········································································104
금단증상의 여러 가지 ··········································································106
금연으로 얻는 것들 ·············································································110

제3부 RBDM 금연법이란? 113
RBDM 금연법 소개 ·············································································114
RBDM 금연법과 키워드 ······································································119
RBDM 금연법의 순서 ··········································································132
RBDM 금연법에서의 명상법 ·······························································145
RBDM 금연법 주의사항 ······································································153

제4부 담배 이야기 I 155
흡연! 백해무익의 현장 ········································································156
세금폭탄과 담배광고 ···········································································157
세기의 담배소송 ··················································································160
중세유럽의 엉터리 의사들 ···································································164
흡연과 문학 ·························································································166
담뱃값과 흡연구역 ··············································································170
섬뜩한 담배 경고문 ·············································································172
담배를 사랑한 사람들 ··········································································174

제5부 담배 이야기 II 177
쾌락과 금연 ·························································································178
금연전도사 ··························································································180
부끄러운 꼴초국가? ·············································································188
담뱃값 논란 ·························································································191
질병론과 혈세론 ··················································································194
흡연과 스트레스 ··················································································197
“going cold turkey” ·············································································199
명사들의 금연 이야기(김홍신·문희상·김성환) ··································202

제6부 금연정책 제언 209
금연교육의 강화 ··················································································210
전 국민 금연 프로젝트 ········································································213
국민건강증진법 개정 ···········································································216
마약으로 분류 ·····················································································218

나오며 / 221

참고서적 / 225

저자소개 / 227