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