Title: Marketing Straight to the Heart: From New Product Development to Advertising -- How Smart Companies Use the Power of Emotion to Win Loyal Customers
Publisher: AMACOM
Publication Date: 1997
Language: English
ISBN 10: 0814403557
ISBN 13: 9780814403556
Binding: hardcover
Condition: New
Weight: 17 ounces

About this title

Synopsis

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"

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.

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