ENGLISH

Marketing Straight to the Heart

By Barry Feig

Book information

Year
1997
ISBN
0814403557, 9780814403556, 9780585034348
LCC
HF5415.3 .F393 1997
Open Library ID
OL1012056M
Language
english
Format
PDF
Filesize
3 MB (3313580 bytes)
Pages
224\232
Topic
Business Marketing
Time added
2011-06-04 13:46:07

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"

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