VOL.77/2024.12

#Trend & Marketing

KPIPA introduces K-Books for global publishing markets through K-Book Platform

 

2021.01.04

 

Discovery of the Usual

1. Publication Details

Title | Discovery of the Usual
Subtitle | Usual Observations, Notes, Music, and Underline
Author | Yoo Byoungook
Publisher | Bookhouse Publishers Co.
Publication Date | 2019-08-05
ISBN | 9791164050321
No. of pages | 280
Dimensions | 128 * 185

 

2. Copyright Contact

Name | Heo Youngsu
Email | ysheo7@paran.com
Phone | +82-2-3144-2705

 

3. Book Intro

How do copywriters spend their daily lives so that they can come up with such brilliant ideas? How do they spend time in free time? The book Usual Discovery talks about how the author as a copywriter and creative writer, usually spends his time, i, e, time spentin observing things, taking notes, listening to music, and underlining sentences.
The author is a creative director of the advertising agency TBWA KOREA, and 18-year career copywriter. His famous advertising copy includese-Pyeonhansesang's "Build with Sincerity,"and SK Telecom's "Do what you think, that's the answer."
This book reveals how everyday's small ideas are transformed into special ideas in an emotional and refined style of writing. It also gives a reader an opportunity of peeping into the ordinary yet extraordinary life of a creative director.
Author Yoo Byoungook says, "If you do notflow 'usual' away, and instead you enjoy the 'usual.' the 'usual' will quietly present you with sparkling joy." The book contains such shining moments. For example, you should care about the smallest detail to make a "15-second" ad, capture the brightest moment through unbiased observation and keen sense, have your own style while respecting others', listen more carefully if some music is particularly good, and be sympathized with the leaders who achieved the peak in their field while reading their interviews.
The book is filled with the joys that the author had when some ideas came upon to him while filming commercials, watching TV, meeting juniors, eating, listening to music, or reading on Instagram.
Perhaps the readers of this book will discover how abundantly they can fill the ordinary time they sometimes waste. Such moments are life's hidden gems.

* http://www.k-book.or.kr/user/books/books_view?idx=2187

 

 

The Virtual Revolution

1. Publication Details

Title | The Virtual Revolution
Subtitle | How Facebook, AlphaGo, and Bitcoin are Transforming Our World
Author | Joo Youngmin
Publisher | Across Publishing Group Inc.
Publication Date | 2019-06-28
ISBN | 9791190030106
No. of pages | 352
Dimensions | 140 * 210

 

2. Copyright Contact

Name | Lee Hwanhee
Email | nevocal@acrossbook.com
Phone | +82-070-5080-0459

 

3. Book Intro

We now live in a world that's a mix of virtuality and reality. Over the last decade, virtualization created by social media, artificial intelligence, and cryptocurrency has changed human's psychology and behavior and interaction as well as politics, society and economy. Now we communicate more in virtual spaces like Facebook and Instagram than offline, and plan our lives to get more likes. When surfing the web, we rely on artificial intelligence to make everyday choices such as what to read, what to see, and what to buy.
While working at Google and observing fast-changing trends, author Joo Youngmin realized that virtual reality is replacing real life, from mundane things to monetary power. This book shows how the flow of virtualization is reorganizing humans and our society in a fundamental way. For example, Some people make themselves the others by exposing themselves on SNS. Artificial intelligence contributed to the production of fake contents and placed people under its surveillance. And virtual currencies made the government and banks lose its power.
The Virtual Revolution clearly shows the reality of virtualization that we do not know or only imagine dimly, and helps us to understand the present situation where virtuality and reality are intertwined, and to imagine a future where virtualization will prevail over the reality. This book will give us clues to proactively respond to massive civilizational changes without being passively swept away.

* http://www.k-book.or.kr/user/books/books_view?idx=2242

 

 

How to Work with the Post-90s Generation

1. Publication Details

Title | How to Work with the Post-90s Generation
Subtitle | Reverse Mentoring to Solve Generation Gap
Author | Choi Gyeongchun
Publisher | Wisdomhouse Mediagroup Inc.
Publication Date | 2019-05-29
ISBN | 9791190065689
No. of pages | 344
Dimensions | 148 * 210

 

2. Copyright Contact

Name | Julia Kwon
Email | ohappyday@wisdomhouse.co.kr
Phone | +82-31-936-4199

 

3. Book Intro

Those born in the 1990s, who have become major consumers in the market, are attracting attention as the generation that determines the rise or fall of a company. On the other hand, the reality is that they are frustrating the leaders of organization as new recruits. Considering that they are a generation who are self-centered and clear in their dislikes and likes, existing styles of leadership will not work. Nowadays, many leading corporations are increasingly using formal names instead of titles like deputy general manager and general manager. This means that organizations are avoiding hierarchy based on rank and creating horizontal organizational cultures. But even if ranks are gradually disappearing, leadership will not disappear. Leadership will take the place of responsibility vacated by position. This book first tries to make sense of the characteristics of millennials, represented by the generation born in 1990s, then suggests new leadership solutions to guide them.
Now, it's important to be able to produce meaningful results, not just "create performance if you do anything." Unilateral work orders no longer cause subordinates to move. They will move when they see the performance goals of the work directly and know its value.
The book provides not just mentoring for seniors, including new leadership guidelines, but also a reverse mentoring system called "Junior Mentors, Senior Mentees." In addition, it introduces a good system that is good for immediate application to the organization, for example, how to become agile coaches, which is a leader model based on agility rather than perfection. This book is a must-read for readers who are afraid of being referred to as "old school" and those who do not understand the behavior of their employees.

* http://www.k-book.or.kr/user/books/books_view?idx=2250

 

 

We Sell Personal Tastes

1. Publication Details

Title | We Sell Personal Tastes
Subtitle | Everything about Spatial Branding From Concept, Design, Service to Marketing
Author | Lee Kyungmi
Publisher | Sam & Parkers
Publication Date | 2019-07-01
ISBN | 9788965708230
No. of pages | 252
Dimensions | 150 * 224

 

2. Copyright Contact

Name | Bae Hyelim
Email | hyelim@smpk.kr
Phone | +82-2-6712-9837

 

3. Book Intro

In an era when the terms "taste shooting" and "taste respect" are becoming common, consumers in their 20s, 30s and 40s are willing to open their wallets to “"expose taste,” even if they are stringent about everything else. They are willingly to exposure (or boast) their taste on SNS and build relationships irrespective of age or gender. From "Cafe Tour" people, who visit an Instagram shrine and take a stock photo, to the office workers who go to a one-day class after work to meet people with similar tastes, taste consumption has become a huge trend that's now here to stay. What kind of "taste" do they buy in what kind of “space” to enjoy their "sentiment" consumption or “psychological satisfaction to price” in their "Querencia" sanctuaries?
Lee Kyungmi and Jung Eunah are “space branding” experts who read the ever-changing consumer trends and precisely combine details ranging from concept setting to design, service and marketing in the space. It's not just about the "interior," but incorporating the location, the display, the lighting, the copper, the touch, the smell, the sound, the temperature, the props, the packaging, and the staff's attitude into the space to create a kind of magic that makes people like the space.
This book contains both the author's travels around the world and the points of spatial branding analyzed from the perspective of a planner. The book introduces more than 100 unique spaces around the world, from London, New York and Tokyo to Berlin, Milan and Amsterdam, where you can read the latest global trends.

* http://www.k-book.or.kr/user/books/books_view?idx=1950

 

 

The Secrets Behind Things that Look Good

1. Publication Details

Title | The Secrets Behind Things that Look Good
Subtitle | How Small Changes in Design Lead to Big Jumps in Sales
Author |  Langju Lee
Publisher | Influential Inc.
Publication Date | 2016-04-11
ISBN | 9791186560112
No. of pages | 280
Dimensions | 152 * 215

 

2. Copyright Contact

Name |  Jiyoung Park
Email | jiyoung.park@influential.co.kr
Phone | +82-2-6206-3218

 

3. Book Intro

Why does Starbucks uses its flagship shade of green in 5% of store space? Why is there a fruit corner at the entrance of the supermarket? What is different about the restaurant lighting that makes it so good for selfies? Behind things that look good, an elaborate and scientific strategy lies hidden. What a person feels so "good" is an instinctual judgment made with all five senses. There are nine scientific rules which control such instincts. What are the secrets behind things that look good, hidden in color, temperature, angle, and movement pattern?
Secrets Behind Things that Look Good: How Small Changes in Design Lead to Big Jumps in Sales (Publisher Influential) is a book written by a visual merchandiser, Dr. Langju Lee. Lee, known for "Midas touch" due to her ability of saving dying businesses, spent 13 years in charge of luxury brand stores in large department stores. After that, she established a social enterprise to discover and help one man businesses, small shops, and traditional markets that are often ignored by customers because they are "not visible," even though they sell "good stuff." Many shops and businesses have been revived with her help and the advice that design is not just about visual impact, but is the core of a management strategy. This book was written with the intention of spreading such experiences more widely to more people.

* http://www.k-book.or.kr/user/books/books_view?idx=2281

 

 

2020 Upheaval of Wealth

1. Publication Details

Title | 2020 Upheaval of Wealth
Author | Park Jonghoon
Publisher | BOOK21
Publication Date | 2019-07-10
ISBN | 9788950981983
No. of pages | 260
Dimensions | 146 * 210

 

2. Copyright Contact

Name | Lee YunKyung
Email | tynytoon@book21.com
Phone | +82-31-955-2119

 

3. Book Intro

Park Jong Hoon (M), head journalist of the economics department at KBS, proposes "signals" as a way to read the upcoming "upheaval of wealth" in 2020. This book analyzes whether financial crisis will really take place in 2020 and shows readers how to sort out fake and real signals from the myriad of information. In addition, the book introduces seven major signals: interest rates, debt, bubbles, exchange rates, China, population and concentration. It gives keen predictions, through the eyes of an expert, on how each change will bring different changes. Lastly, the book also suggests an investment strategy based on the author's know-how about winning out in a near-term economic crisis.
An economic crisis is unavoidable in our future. This book will be a decisive opportunity for readers to create opportunities without falling into the disruption of wealth.

* http://www.k-book.or.kr/user/books/books_view?idx=2198

 

 

Today’s Children, Today’s Adults

1. Publication Details

Title | Today’s Children, Today’s Adults
Subtitle | A Korean Generational Analysis Report
Author | Kim Yongsub
Publisher | BOOK21
Publication Date | 2019-04-29
ISBN | 9788950980870
No. of pages | 316
Dimensions | 148 * 210

 

2. Copyright Contact

Name |  LEE, YUNKYUNG
Email | tynytoon@book21.co.kr
Phone | +82-31-955-2119

 

3. Book Intro

Nowadays, millennial generation and generation Z, the so-called "current generation," are hot issues in Korean society. As a marketing target that is driving the consumer market, as voters who have a strong influence on politics and society, and as members of the organizations who will influence the development of the company, these groups are explored in many research reports.
It is very important to understand them properly. However, knowing only the current generations is not enough. In Korea, it is not only these two generations, but also generation X and the baby boomers, or "adults," are leading society together. The adults, who are as indispensable in our society as those born in 1990s, are also evolving with the changes of the times. Today's Children, Today's Adults is a book that explores 4 generations, called "Big 4," millennials, generation Z, generation X and baby boomers.
Why do new hires as millennials quit their job within a year? Why do people in their 40s, who were once Generation X, the so called New Generation, behave like old fossils at work? Is it true that people in their 20s and 30s compete against those in their 50s and 60s for the same job? Will inter-generational conflict become more serious in the future? Can generational conflicts be resolved in this ageing country? This book comprises a total of 63 questions. By looking at the characteristics and interests of all the Big 4, it provides an opportunity to understand children and adults of today and to think about how to live and work with them. Furthermore, by reflecting major issues for each generation and age, it will make it possible to penetrate deep into Korean society.
The change of times is creating a situation that was correct in the past but is wrong in the present, or was wrong in the past but correct in the present. Through this book, you will realize that understanding generations is understanding Korea in all areas of politics, the economy, society, and culture.

* http://www.k-book.or.kr/user/books/books_view?idx=2199

 

 

Deep Insight for the Future

1. Publication Details

Title | Deep Insight for the Future
Subtitle | Ethics, Technology, China, and Education
Author | KBS Deep Insight For Future Production team
Publisher | Influential Inc.
Publication Date | 2016-09-19
ISBN |  9791186560204
No. of pages | 320
Dimensions | 152 * 225

 

 

2. Copyright Contact

Name | Jiyoung Park
Email | jiyoung.park@influential.co.kr
Phone | +82-2-6206-3218

 

3. Book Intro

The series Deep Insight For Future, aired on KBS, shocked watchers by opening a new discourse on the most important issues for humanity in the future, including population shock, education and technology. This book was recommended by many institutions and provincial governors, including Korea Development Institute and Seoul City mayor Park Won-soon. Also it was steadily loved by readers by ranking no 1 in Business and Economy category.
If the previous volume of Deep Insight for the Future showed the breakdown of the existing predictions about the population, the economy, North Korea, and the medicine, this volume Deep Insight For Future - Ethics, Technology, China, and Education, explores opportunities to change the future of our community and individuals in relation to ethics, technology, China, and education. This book presents all of future opportunities, such as the Kim Young-ran Act (anti-bribery and gift Act), good consumption, convergence education, the Fourth Industrial Revolution, platform revolution, Post-90s generation, and artificial intelligence. It covers information that practitioners in each field must know, from science and technology where the most rapid changes are taking place, to education where the pace of change is slow.

* http://www.k-book.or.kr/user/books/books_view?idx=2283

 

 

What Is Changed, What is Unchanged

1. Publication Details

Title | What Is Changed, What is Unchanged
Subtitle | Humanities Based Marketing Mindset
Author | Kang Minho
Publisher | TURNAROUND
Publication Date | 2018-06-01
ISBN | 9791196372101
No. of pages | 284
Dimensions | 148 * 210

 

2. Copyright Contact

Name | Lee Donghyen
Email | turnbook@naver.com
Phone | +82-2-529-9963

 

3. Book Intro

Relationships over transactions, basics over fashion, essence over phenomenon!
The book begins with questions and concerns about the basics and essence of marketing and where the relationship begins, not the brilliant marketing skills and techniques that are currently in vogue. This unusual departure for a marketing book reminds us of the nature of marketing, which brings "commercial" to mind. The author, who has experienced the successes and failures of various businesses, confesses that the end of unsustainable business was only emptiness, and that knowledge and facts were very different from actual wisdom and truth. After all, he says that the nature of business is not knowledge and technique, but mature personality and humble attitude.
He walks on a tightrope between philosophy, humanities and marketing. He says that marketing starts from humans, even if the shell is marketing, and a customer is a human not a number displayed in financial statements. Marketing is the process of understanding and solving human problems in order to form and sustain relationships and removing the unnecessary packaging to uncover the simple and essential value, rather than adding to and packaging things or just improving technology and techniques.

*http://www.k-book.or.kr/user/books/books_view?idx=2263

 

 

Brand Marketers' Stories

1. Publication Details

Title | Brand Marketers' Stories
Author | Lee Seunghee
Publisher | Mirae N Co., Ltd.
Publication Date | 2018-07-19
ISBN | 9791162335802
No. of pages | 448
Dimensions | 148 * 217

 

2. Copyright Contact

Name | Lee Ahram
Email | ahram.lee@mirae-n.com
Phone | +82-2-3475-3937

 

3. Book Intro

Brand Marketers' Stories: Food, Music, Travel and Reading recorded the most pre-orders out of all contents during its funding period on the contents platform PUBLY, as of June 26, 2018. From March 13, 2018, to May 24, 2018, the funding rate reached 1,796%. Why did so many PUBLY readers tap into this digital content and heed the authors? Baemin, Space Oddity, Airbnb, and Trevari are popular brands that most people in their 20s and 30s have "liked" at least once.
At the same time, they are brands that have changed the way we live our lives. It is interesting to talk about the unknown story behind a well-known brand, but there is another reason for turning the digital content of "The Story of Brand Marketers" into a paper book. We wanted to weave and spread the stories of marketers struggling for better brands and better lives. When choosing a way of life, a brand is a means, a taste and a philosophy. We recommend this book for readers who want to learn their favorite brands, those who are concerned about work-life balance, and those who are waiting for a better way of life. Like the identity of marketers who cannot be separated from the brand and self-awareness, this book is too trivial to be referred to as a business or economic book and too professional to be referred to as an essay. I recommend Brand Marketers' Stories to young professionals in their 20s and 30s who want to work hard, lead their life, and enjoy working and living more.

* http://www.k-book.or.kr/user/books/books_view?idx=2215

 

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