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Hitting the sweet spot : how consumer insights can inspire better marketing and advertising

Author: Lisa Fortini-Campbell
Publisher: Chicago, IL : Copy Workshop, ©1992.
Edition/Format:   Print book : EnglishView all editions and formats
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Document Type: Book
All Authors / Contributors: Lisa Fortini-Campbell
ISBN: 0962141526 9780962141522
OCLC Number: 34276680
Notes: "Also published as: The consumer insight workbook"--Title page verso.
Description: vii, 246 pages : illustrations ; 24 cm
Contents: Foreword: Research Done Right / Joseph Plummer --
1. Need For Consumer Insight --
2. How This Book Can Help You... --
Sect. I. Sweet Spot --
3. Why Hitting the Sweet Spot Works --
4. You Already Know More Than You Think --
5. Breakthrough Advertising --
6. Art of Persuasion --
Using What You Already Know --
Sect. II. How to Find the Sweet Spot --
7. Learn To Read Yourself --
8. Laying The Foundation --
9. Challenge --
From Data To Inspiration --
10. How To Be A Good Consumer Detective --
11. Ethnography --
Learning to Watch Others --
12. How To Ask People Questions (And Listen To What They Say) --
Sect. III. From Insight to Inspiration --
13. Mapping Out Perceptions --
14. Segmenting People --
15. How to Know an Insight... --
16. Hypothesis Testing --
17. Fostering & Inspiring Collaboration --
Sect. IV. Consumer Insight at Work --
18. Account Planning Revolution --
19. Role of The Account Planner --
20. Insights on The Firing Line / Karen Randolph --
21. Insight in Action / Robb Bell --
22. Insight in the Classroom / Stu Hyatt --
23. MIS and The Insight Frontier / Jean Luber --
24. Insight and Salesmanship / Maynard Grossman --
25. Insight at Night / Mike Miller.
Other Titles: Consumer insight workbook
Responsibility: by Lisa Fortini-Campbell.

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