Marketing Straight to the Heart

Marketing Straight to the Heart

eBook - 1997
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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".

Publisher: New York :, AMACOM,, [1997]
Copyright Date: ©1997
ISBN: 0585034346
Branch Call Number: eBook EBSCOhost
Characteristics: 1 online resource (xi, 210 pages) : illustrations.
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