ISBN:0814403557Book Description
All marketers strive to achieve a healthy share-of-market for their products. But really smart marketers know how to achieve "share-of-heart" for lasting customer loyalty.
In this intriguing book, readers learn how to build "emotion" into every phase of the marketing plan -- from product development to positioning to packaging to advertising.
A product with emotion says to the customer: "I know who you are. I know what you want." These heart-tug products appeal to consumers' self-image, ego, and their desire to feel special. (And where the heart leads, the mind follows.)
Chock full of real-world stories, the book shows how to:
** use proven "hot buttons" that work for most products
** develop a product so you know (in advance) that it has a market
** revive a stagnating brand by "rekindling fires"/p>
Reviews From AMAZON.COM
Very helpful hands-on advice for marketers
Barry Feig book seems to be very helful for market researchers, advertising professionals and marketers who try to succeed with new products. He gives hands-on advice how to find meaningful positionings, explains how to market research them and shares many of his invaluable innsights with the reader. One basic tenet of his book seems to adress the marketers of products: Either you offer something meaningful to the buying public or you rather don't offer it at all. One of the future big trends in marketing might be to avoid wasteful marketing initiatives. Barry Feig's book will be required reading for all those marketers who will try to follow this future trend.
Very helpful hands-on advice for marketers
Barry Feig book seems to be very helful for market researchers, advertising professionals and marketers who try to succeed with new products. He gives hands-on advice how to find meaningful positionings, explains how to market research them and shares many of his invaluable innsights with the reader. One basic tenet of his book seems to adress the marketers of products: Either you offer something meaningful to the buying public or you rather don't offer it at all. One of the future big trends in marketing might be to avoid wasteful marketing initiatives. Barry Feig's book will be required reading for all those marketers who will try to follow this future trend.