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

Fortini-Campbell, Lisa A.

Brossura

ISBN 10: 1887229094 ISBN 13: 9781887229098

Casa editrice: Routledge, 2001

Riassunto

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.

Su questo libro

Contenuti:

Introduction The Need For Consumer Insight Section 1: The Sweet Spot 1. Why Hitting The Sweet Spot works 2. You already Know more than you think 3. Breakthrough Advertising 4. The art of Persuasion Using What you already Know Section II: How to Find The Sweet Spot 5. Learn How to read yourself 6. Data and information laying the foundation 7. The challenge from Data to inspiration 8. How to be a really good consumer detective 9. Enthography learning to watch others. 10. how to ask questions ( and listen to what people say) 11. Mapping Out Perceptions 12. Segmenting People 13. How to now an insight when you see one 14. Hypothesis testing 15. Fostering And Inspiring Collaboration Twelve of Principles of Consumer Insight Section III: Consumer Insight at work 16. The account Planning revolution 17. The role of the account planner 18. Insights on the firing line 19. Insight in Action 20. Insight in The classroom 21. Information technology and the insight frontier 22. Insight and salesmenship 23. Insight at night

Product Description:

Book by FortiniCampbell Lisa

Su questa edizione

• Editore: Routledge
• Data di pubblicazione: 2001
• ISBN 10: 1887229094
• ISBN 13: 9781887229098
• Rilegatura: Copertina flessibile
• Numero edizione: 2
• Numero di pagine: 272