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Hitting the Sweet Spot: How Consumer Insights Can Inspire Better Marketing and Advertising (The Copy Workshop), by Lisa A. Fortini-Campbel
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The Consumer Insight Classic. Clear and engaging - written by one of the top professionals in consumer insight. The book takes you through the process step by step - from Data to Information to Insight to Inspiration. This book is used worldwide by both students and professionals.
- Sales Rank: #537949 in Books
- Brand: Brand: The Copy Workshop
- Published on: 2001-06-08
- Original language: English
- Number of items: 1
- Dimensions: 9.00" h x 6.25" w x .50" l, .90 pounds
- Binding: Paperback
- 258 pages
- Used Book in Good Condition
Most helpful customer reviews
8 of 9 people found the following review helpful.
Smart � Pragmatic � Fun
By Sandra K.
Hitting the Sweet Spot is a classic in the field of marketing literature. Fortini-Campbell's insights came before the dot.com revolution and they have even greater application with the marekting evolution that has come with the web and permission marketing. She combines theory with practical exercises. The Sweet Spot provides a highway from Data to Information to Insight to Inspiration and leads you to becoming an urban anthropolgist and savvy marketing strategist. Whether reading it for the first time or the fifteenth, you will find it indispensable. If you are a marketeer who wants to be continue learning and getting better, sharper, and smarter consumer insights, this is one great road to take.
3 of 4 people found the following review helpful.
Smart � Pragmatic � Fun
By Sandra K.
Hitting the Sweet Spot is a classic in the field of marketing literature. Fortini-Campbell's insights came before the dot.com revolution and they have even greater application with the marekting evolution that has come with the web and permission marketing. She combines theory with practical exercises. The Sweet Spot provides a highway from Data to Information to Insight to Inspiration and leads you to becoming an urban anthropolgist and savvy marketing strategist. Whether reading it for the first time or the fifteenth, you will find it indispensable. If you are a marketeer who wants to be continue learning and getting better, sharper, and smarter consumer insights, this is one great road to take.
0 of 4 people found the following review helpful.
required text book for adv grad student
By Chen Yan
well, this is a required text book of adv grad. I think the book tell readers something deep of the connection between consumer and brand
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