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Marketing straight to the heart: from product to positioning...

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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.
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.

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Availability

181203253

658.8 FEI m

Z. HANDIMAN

Available

Detail Information

Series Title

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Call Number

658.8 FEI m

Publisher

New York : Amacom., 1997

Collation

xi,210p.; 24 cm.

Language

English

ISBN/ISSN

0-8144-0355-7

Classification

658.8

Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

MARKETING

Specific Detail Info

v

Statement of Responsibility

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Other version/related

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