Marketing Straight to the Heart: From New Product Development to Advertising -- How Smart Companies Use the Power of Emotion to Win Loyal Customers

by Barry Feig

An intriguing look at the entire marketing process, in which readers learn how to build emotion into every phase of the marketing plan - from product development to positioning to packaging to... This description may be from another edition of this product.

• Format: Hardcover
• Language: English
• ISBN: 0814403557
• ISBN13: 9780814403556
• Release Date: January 1997
• Publisher: Amacom
• Length: 224 Pages
• Weight: 1.05 lbs.
• Dimensions: 0.9" x 6.3" x 9.3"

Customer Reviews

Very helpful hands-on advice for marketers

Barry Feig book seems to be very helful for market researchers, advertising professionals and marketers who try to succeed with new products. He gives hands-on advice how to find meaningful positionings, explains how to market research them and shares many of his invaluable innsights with the reader. One basic tenet of his book seems to adress the marketers of products: Either you offer something meaningful to the buying public or you rather don't offer it at all. One of the future big trends in marketing might be to avoid wasteful marketing initiatives. Barry Feig's book will be required reading for all those marketers who will try to follow this future trend.

Great bok on Developing a product, practical market research

This is a great book on marketing. The author has helped develop many products primarily for the food trade. This book is a major rewrite to his "The New Products Workshop: Hands-On Tools for Developing Winners." Both books are great. If you can't get both, then get this newer one.This book is important because it details Barry Feig's proprietary product development process. As a consultant he goes in to large food companies and helps them develop ideas and marketing programs for new products. There are very few books on this topic.I highly recommend this book. The only downside to this book is that it could stand a little more organiziing of the topics. Overall though, this is a book that you should buy if you are at all interested in how to develop new products and how to test them with the marketplace.Perhaps the most unique thing is how he recomends that you meet one on one with the customer in developing your product proto-types. He tells you exactly what to show the prospective customers and what to ask them.Peppered throughout the book are stories about new product developement that he has experienced.Great book.