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  Á¤»ó°¡ :   18,000¿ø
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  ¹ßÇàÀÏ :   2016³â 10¿ù 25ÀÏ
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  ISBN :   978-89-6285-161-8 93320
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ÃÖ±Ù »õ·Î¿î °³³äÀÇ ±¤°í À¯ÇüÀ» ¼Ò°³Çϴ åÀÌ Ãâ°£µÆ´Ù. ¡ºÀ̳뺣ÀÌƼºê ±¤°í(Innovative Advertising)¡»´Â Á¦¸ñ¿¡¼­ ÀüÇØ¿À´Â ´À³¦Ã³·³, Áö±Ý±îÁö ¿ì¸®°¡ ¾Ë°í ÀÖ´ø °Í°ú´Â ´Ù¸¥, ¾ÆÁÖ »õ·Î¿î Çü½ÄÀÇ ±¤°í¿¡ ´ëÇØ ¼Ò°³ÇÏ°í ÀÖ´Ù.
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ÀÌ Ã¥Àº µµÀԺο¡¼­ºÎÅÍ ¹Ìµð¾îÀÇ ÁøÈ­¿Í ÇÔ²² ¼ÒºñÀÚ ±¸¸Å ÇàÅ°¡ ¹Ù²î¾ú°í, Áö±ÝÀº ±â¾÷ÀÌ ÀÚ»ê Ç׸ñÀ¸·Î °í°´À» Æ÷ÇÔ½ÃÄѾ߸¸ ÇÏ´Â ºê·£µå °ü¸®ÀÇ º¯Çõ±âÀÓÀ» ÀÏ°üµÇ°Ô °­Á¶ÇÑ´Ù.
½ÃÀå¿¡ ¹°°ÇÀ» ³»³õÀ¸¸é ÀÚµ¿ÀûÀ¸·Î Æȸ®´ø ½Ã´ë°¡ °¡°í ±â¾÷ÀÌ Á¦½ÃÇÑ ¾ÆÀ̵ð¾î¿¡ ¼ÒºñÀÚ°¡ °³ÀÎ ÄÜÅÙÃ÷·Î Àû±Ø °³ÀÔÇÏ´Â ¹æ½Ä, ¼ÒºñÀÚ¿Í ±â¾÷ÀÌ 1:1 ¼ÒÅëÀ» Çϸç ÇÁ·Î¸ð¼ÇÀ» ¼öÇàÇÏ´Â ¸» ±×´ë·Î À̳뺣ÀÌƼºêÇÑ ±¤°í ½Ã´ë°¡ ¿­·ÈÀ½À» ¾Ë¸®´Â ½Åȣź ¿ªÇÒÀ» ÇÏ°Ô µÇ±æ ±â´ëÇغ»´Ù.

 

 


ÇÁ·Ñ·Î±×

PART ¥°
Chapter 1 ±¤°í ºò¹ð
¼ÒºñÀÚ°¡ ´Þ¶óÁ³´Ù
¸¶ÄÉÆà Çõ¸íÀÌ ½ÃÀ۵Ǿú´Ù
¹Ìµð¾î°¡ ÁøÈ­ÇÑ´Ù
Çõ½ÅÀº ¼±ÅÃÀÌ ¾Æ´Ñ Çʼö

Chapter 2 ±¤°íÀÇ Çõ½Å
º¯È­ÀÇ Æ®·»µå
¹«¾ù°ú °°Àº°¡?
À̳뺣ÀÌƼºê ±¤°íÀÇ Æ¯Â¡µé
Çõ½ÅÀ» À§ÇÑ New Creativity

Chapter 3 À̳뺣ÀÌƼºê ±¤°í ¹æ¹ý·Ð
À̳뺣ÀÌƼºê ¹Ìµð¾î ±¤°í¶õ?
A. ¹ß°ß(Inquiry)
B. Á¤ÀÇ(Incubation)
C. °³¼±(Improvement)
D. Çõ½Å(Innovation)
E. ÅëÇÕ(Integration)
PART ¥°

Chapter 4 ºê·£µå¸¦ ¼³¸íÇÏ´Ù? ºê·£µå¸¦ ³î°Ô ÇÏ´Ù!
1. McDonald¡¯s | 2. »ï¼ºÀüÀÚ | 3. Colun | 4. Exxon Mobil | 5. Smart |
6. ÄÚÄ«Äݶó | 7. BMW | 8. »ï¼ºÀüÀÚ | 9. ONLY | 10. Borjomi |
11. TNT Channel | 12. Volkswagen | 13. Heineken |
14. Toyota Motors Corp. | 15. SNCF Group | 16. P&G Pampers |
17. Heineken | 18. ÄÚÄ«Äݶó | 19. Volkswagen | 20. ÄÚÄ«Äݶó |
21. ÄÚÄ«Äݶó | 22. ÄÚÄ«Äݶó | 23. ÄÚÄ«Äݶó | 24. Kraft Foods, Inc. |
25. +KOTA | 26. Nestle Contrex | 27. ÄÚÄ«Äݶó

Chapter 5 ÆíÀÍÀ» º¸¿© ÁÖ´Ù? °¡Ä¡¸¦ ¸»ÇØ ÁÖ´Ù!
1. Pela Vidda | 2. Asiri Group of Hospitals |
3. Liga Contra el Cancer | 4. InCRC | 5. IKEA |
6. WWF, ÄÚÄ«Äݶó | 7. NIKE | 8. Nar Mobile | 9. »ï¼ºÀüÀÚ |
10. VOLVO | 11. No Somos Delito | 12. Africa Health Placements |
13. The Village | 14. Autism Speaks | 15. YAHOO JAPAN |
16. Santa Casa Hospital | 17. Pepsi | 18. ÇູÇÑ ¼ºÀûÇ¥ |
19. Turquoise Cottage | 20. Harry¡¯s Bar | 21. Volkswagen |
22. McDonald¡¯s | 23. Mercedes Benz |
24. Teatreneu | 25. Intermarché7


PART ¥±

Chapter 6 ÇÏ°í ½ÍÀº À̾߱â? µè°í ½ÍÀº À̾߱â!
1. 3D TEK | 2. Safety Lab & Blikkiesdorp 4 Hope |
3. Çö´ëÀÚµ¿Â÷ | 4. Nivea | 5. Under Armour | 6. P&G | 7. »ï¼ºÀüÀÚ |
8. John Lewis | 9. The Als Association | 10. B corporation |
11. Huggies | 12. FIFTY FIFTY | 13. AFRICAN ANGEL |
14. ETERNA CADENCIA | 15. Peruvian Cancer Foundation |
16. STARBUCKS | 17. Singapore Red Cross Society | 18. NOAH |
19. WFP | 20. ANAR | 21. TD Bank | 22. Heineken |
23. Canon | 24. MISEREOR | 25. FATH | 26. WWF

Chapter 7 ³î¶ø°Å³ª »õ·Ó°Å³ª
1. adidas | 2. Pizza Hut | 3. Pepsi | 4. ÄÚÄ«Äݶó | 5. NIKE |
6. British Airways | 7. MURAT PARIS | 8. NIKE | 9. Pepsi |
10. Heart & Sole Sdn. Bhd. | 11. Douwe Egberts | 12. Nescafe |
13. ÄÚÄ«Äݶó | 14. Lexus | 15. Scandinavian Airlines | 16. Volkswagen |
17. Mercedes-Benz | 18. Penningtons | 19. Renault S.A. |
20. Kia Motors | 21. The Tokyo Shimbun | 22. National Geographic |
23. adidas AG | 24. Sunshine City Corporation |
25. LG | 26. LG | 27. McDonald¡¯s | 28. Play Station | 29. Vodafone |
30. T-Mobile | 31. Nivea | 32. French National Railway Corporation |
33. KIA | 34. SKT

Âü°í¹®Çå
 

 

 

¹Ú½Â¹è ±³¼ö, Ph.D
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