Hitting the Sweet Spot - Again

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About Hitting The Sweet Spot - Again

In 1992, the original Hitting the Sweet Spot was the first book dedicated to consumer insights and how such insights can inspire better marketing and advertising. In this comprehensive update, the authors add new case studies, techniques, and tools for those working in today’s global communication business.Hitting the Sweet Spot – Again shows you 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-then-ever marketplace.Praise for Hitting the Sweet Spot – Again“Like love and marriage and horses and carriages, where consumer insights and brand insights come together lies the “Sweet Spot.” Not only are the marketing insights powerful, the storytelling is vivid. Bring on those digital technology innovations—the dynamite principles identified here greatly increase the odds of hitting the spot where consumers are delighted and brand growth explodes.” (Esther Thorson, Michigan State University)Hitting the Sweet Spot – new authors, updated approaches, global coverage, but same spot-on customer focus. Following the ‘Sweet Spot’ approach will assure your marketing communications creates the relationships and sales your brand needs in today’s rapidly changing marketplace.” (Don Schultz, Northwestern University and President, Agora Inc.)“In communications, insights are like gold. Everyone desires them. But few know where and how to find them. Hitting the Sweet Spot--Again is an insightful treasure map complete with clear directions, contemporary examples and practical exercises. Like gold, insights can transform your brand, your career and your trajectory. This book can aid in that transformation.” (Steve Wehrenberg, University of Minnesota and former CEO, Campbell Mithun)