Hitting the Sweet Spot: How Consumer Insights Can Inspire Better Marketing and Advertising - Tapa blanda

This is a book about how to get to know your customer. It's a research book, but it's really a book for just about everyone in marketing and advertising. Because the better you know your customer, the better you'll be able to do your job in today's tougher-than-ever marketplace. Learn the real truth about "breakthrough" communication. Learn how to be a "consumer detective", and learn about "The Sweet Spot." From an introduction to Ethnography, and improved observation and interviewing skills through useful and practical Mapping and Presentation tools, this book will help you move from Data and Information to Insight and Inspiration; plus, an Introduction to Account Planning - the Consumer Insight Systems that revolutionized British Advertising.

Dr. Lisa Fortini-Campbell is a Professor at Northwestern University's Medill School of Integrated Advertising/Marketing Communications.