Marketing Straight to the Heart: From New Product Development to Advertising -- How Smart Companies Use the Power of Emotion to Win Loyal Customers

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9780814403556: Marketing Straight to the Heart: From New Product Development to Advertising -- How Smart Companies Use the Power of Emotion to Win Loyal Customers
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An intriguing new look at the entire marketing process, in which readers learn how to build "emotion" into every phase of the marketing plan - from product development to positioning to packaging to advertising. What do we mean by "emotion?" A product with emotion says to the customer: "I know who you are. I know what you want." A product with emotion appeals to consumers' self-image, ego, and their desire to feel special.

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About the Author:

Barry Feig (Sandia Mountains, NM) is the founder of Center for Product Success. He has helped companies develop and market many successful products such as Glad Lock Storage Bags, American Express Gift Cheques, Ralston Purina's Kibbles & Chunks, Colgate Junior Toothpaste, and R.T. French's Vive La Dijon.

From Booklist:

Feig, a specialist in developing and marketing new products, is the author of New Products Workshop: Hands-on Tools for Developing Winners (1993) and has written a monthly column titled "New Product Strategies" for the trade publication Food and Beverage Marketing. Here he argues that the "real" reason people buy products is for emotional satisfaction. How else to explain the clamor over the "new" Coke or the attention devoted to a new color for M&M's! Feig acknowledges that emotion is an elusive, unquantifiable factor and suggests that this is why most marketers ignore it. He explains that instead of building market share, marketers should concentrate on customer loyalty, or "share of heart." He offers examples of such loyalty for products ranging from automobile tires to toilet bowl cleaner, and he advises how to win that loyalty at every step in the marketing process. David Rouse

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Barry Feig
Published by AMACOM (1997)
ISBN 10: 0814403557 ISBN 13: 9780814403556
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Barry Feig
Published by AMACOM (1997)
ISBN 10: 0814403557 ISBN 13: 9780814403556
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