Hitting the Sweet Spot: How Consumer Insights Can Inspire Better Marketing and Advertising Paperback – June 8, 2001

A very sweet and short book on understanding the consumers and getting a perspective on why it is important to know your customers well. Without this mindset, what you do in marketing is just shooting in the dark.

Straightforward, easy reading, informative, and insightful. Good to keep on hand and brush up on the essentials whenever you get caught up in a project.

Pretty decent marketing book. It teaches you more about what you already know, but you may not realize you know, rather than new material or skills. It is an easy, quick read.

Good quality, low price, fast delivery...what can I say. I'd buy again from this seller.

I read this book 10 years ago, and it fundamentally shaped the way I think about consumer insights, empathy-building and building a powerful brand. Its simplicity belies its power. The tenet that building consumer empathy is a marketer's superpower is one that will remain despite changes and evolutions in the marketing mediums. Ultimately, it is a human being that a brand is serving, and as long as that is the case, this book can be highly clarifying for any marketer.

Book is great, super insightful.I think my problem might just be with the awful kindle reader application as a whole, can we please just scroll up and down like a normal PDF or ebook, PLEASE? This book has no page numbers and the app only gives you a percentage (When are my professors ever going to say "read from 35% to 42% for tonight's reading?) And every time you accidentally click anything it takes you to the next page. I have no idea if I've read far enough in chapters or read too much because there is no indication.Please redesign the entire Kindle app with readers in mind and I might look forward to using it again in the future. Even something simple like a page turning animation so I know when I've accidentally bumped my ipad screen and lost my place in the book.

Who would have thought that a book that tells us how tomarket something we may not need to people who maynot want to buy it could be bright, interesting and worththe price?"Hitting the Sweet Spot" is written to teach students andprofessional marketers, and advertisers and others howto stay in touch and truly understand their targetaudiences. That's not necessarily a bad thing, even forthose who think we're too busy buying and sellingalready.I read this from a consumer's perspective and found it educational. Not once, after I opened the pages, was I tempted to sneer at the point of the book--teaching people how to sell. Why? Because the book strikes me as honest.Yes, it's teaching kids and others to persuade someone else to do something, perhaps something they don't want. But at no time is there a hint of deception or arm twisting. It's simply a guide to knowing your market.That's something anyone who works with potential customers in anyvenue--and that's a lot of us, folks--needs to understand.This book will teach you some terminology--early adopters vs. laggards, account planning, laddering and more--that is creeping into ordinary vocabulary, has applications well beyond plain old advertising and therefore must be understood. For those of us who live in this intensely consumer society, I recommend this book because it's really, after all, about us.The book is written in a comfortably breezy manner, easily read by high school students and up, by Lisa Fortini-Campbell, a top-ranking woman in the advertising/marketing field. She offers us both theory and practical help, in sections ranging from defining the reason for understanding consumers to working with others to achieve goals.

While the concepts discussed in Hitting the Sweet Spot are sound, they are way too simplistic for a practising marketer. The discussion points are all things that the average marketer has already encountered. The book is more suited to someone who has not encountered the concept of how to generate or use consumer insights.