lunes, 21 de junio de 2010

Marketing Ebooks: "Marketing Straight to the Heart"

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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