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

Barry Feig (Author)

Book Description

Publication Date: May 9, 1997

An intriguing new 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 advertising. What do we mean by "emotion?" A product with emotion says to the customer: "I know who you are. I know what you want." A product with emotion appeals to consumers' self-image, ego, and their desire to feel special.

Editorial Reviews

From Library Journal

Feig, a marketing consultant, uses his vast experience in directing businesses to use emotion to sell a product. Drawing on such basic marketing concepts as market share and target marketing, he explains how to get customers to embrace a product and keep buying it. Feig gives 15 "hot buttons" to push for making consumers want to make apurchase, including status, family values, need to belong, and fear of aging. The point is to be sure that customers respond comfortably to these "buttons," hooking them on the product. A well-written book for marketing and business professionals.?Joel Jones, Kansas City P.L., Mo.
Copyright 1997 Reed Business Information, Inc.

From Booklist

Feig, a specialist in developing and marketing new products, is the author of New Products Workshop: Hands-on Tools for Developing Winners (1993) and has written a monthly column titled "New Product Strategies" for the trade publication Food and Beverage Marketing. Here he argues that the "real" reason people buy products is for emotional satisfaction. How else to explain the clamor over the "new" Coke or the attention devoted to a new color for M&M's! Feig acknowledges that emotion is an elusive, unquantifiable factor and suggests that this is why most marketers ignore it. He explains that instead of building market share, marketers should concentrate on customer loyalty, or "share of heart." He offers examples of such loyalty for products ranging from automobile tires to toilet bowl cleaner, and he advises how to win that loyalty at every step in the marketing process. David Rouse

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Product Details

• Hardcover: 224 pages
• Publisher: AMACOM (May 9, 1997)
• Language: English
• ISBN-10: 0814403557
• ISBN-13: 978-0814403556
• Product Dimensions: 8.9 x 6.3 x 1 inches
• Shipping Weight: 1 pounds
• Average Customer Review: 5.0 out of 5 stars  See all reviews (5 customer reviews)
• Amazon Best Sellers Rank: #1,519,788 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

2 of 2 people found the following review helpful:

5.0 out of 5 stars Great bok on Developing a product, practical market research, March 16, 2001

By 

John C. Dunbar (Sugar Land, TX United States) - See all my reviews
(REAL NAME)   

Amazon Verified Purchase

This review is from: Marketing Straight to the Heart: From New Product Development to Advertising -- How Smart Companies Use the Power of Emotion to Win Loyal Customers (Hardcover)

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.

1 of 2 people found the following review helpful:

5.0 out of 5 stars Very helpful hands-on advice for marketers, March 31, 2001

By A Customer

This review is from: Marketing Straight to the Heart: From New Product Development to Advertising -- How Smart Companies Use the Power of Emotion to Win Loyal Customers (Hardcover)

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.

1 of 2 people found the following review helpful:

5.0 out of 5 stars Very helpful hands-on advice for marketers, March 31, 2001

By A Customer

This review is from: Marketing Straight to the Heart: From New Product Development to Advertising -- How Smart Companies Use the Power of Emotion to Win Loyal Customers (Hardcover)

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.