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Sales, Marketing & Trading

Book Title : Marketing Straight to the Heart
eBook download format(s) : rar
ISBN-10 : 0814403557 
ISBN-13 : 978-0-814403-55-6 
Author(s) : Barry Feig
Publisher : AMACOM/American Management Association (May 1997)
Section : Sales, Marketing & Trading
Book Review:

Book 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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