Hitting the Sweet Spot: How Consumer insights Can Inspire Better Marketing and Adv.

by Lisa Fortini - Campbell

This book will help you and your business move from information to insight to inspiration.

Genres: Business, Nonfiction

250 pages, Paperback

Published January 1, 1992

Reviews

[Patrick]

This is a very simple book describing a fairly complex idea, and it was one of the texts I used when I instructed the Integrated Marketing Communications course at the University of Washington.

I'd score it higher if the text and illustrations weren't so large. I wonder if this would be an e-book if published today.

But still, durn good thinking here!

[Graham Lipsman]

The first half of the book presents some helpful mental models for approaching brand and consumer insights in tandem. After that there's a digression into some concepts revolving around the ad industry itself and the specific jobs therein. That part was less relevant to me, and therefore far less interesting. Check out the first part and leave the rest unless you're in the industry.

[Tim Calkins]

Understanding customer insights is incredibly important. This is the best book I've read on the topic. Lisa does a terrific job of highlighting the role of insight, how to identify one and how to use one.

[Kate Zirkle]

Great book with great insight. This is probably the core of my knowledge on marketing and advertising.

[Chip Miller]

This is an Account Planning handbook/workbook. The author provides a clear method for identifying the 'sweet spot' of the market.

[Trangneu]

excellent book about customer insight

[Tanya Flores]

Very clear and appallingly easy to read for a supposed text book. The typeface is gigantic, and a huge turn off. The organization is a bit unclear.

[Rodrigo]

A classic! A little bit out-of-date, but easy-to-read, inspiring, insightful, full of knowledge and expertise, and really enlighting for anyone who may want to work in the advertising business.

[Alyse]

Really simple and clear book---easy and fun read... if you are into advertising and learning to do it better. I read it for my account planning class.

[Deanna Schetselaar]

Refreshing in simplicity of a complex matter. Finding the consumer insight never seemed so reachable.

[Spencer Colvin]

The concepts in this book are on a have-to-know basis for those in the advertising profession, however the book is not a must-read and is considerably dated.

[Kim]

This book came recommended as part of a marketing insights seminar. There was a bunch of good advice, which mostly states the obvious, but would be a good read if one is not familiar with insights.

[Steve Coscia]

This book helped me zoom in my customer's sweet spot. Wonderful insight.