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.
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