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Rating: 
Summary: Smart ¿ Pragmatic ¿ Fun
Review: Hitting the Sweet Spot is a classic in the field of marketing literature. Fortini-Campbell's insights came before the dot.com revolution and they have even greater application with the marekting evolution that has come with the web and permission marketing. She combines theory with practical exercises. The Sweet Spot provides a highway from Data to Information to Insight to Inspiration and leads you to becoming an urban anthropolgist and savvy marketing strategist. Whether reading it for the first time or the fifteenth, you will find it indispensable. If you are a marketeer who wants to be continue learning and getting better, sharper, and smarter consumer insights, this is one great road to take.
Rating: 
Summary: Sound advice for minding your consumers
Review: Lisa Fortini-Campbell is a professor at the prestigious Integrated Marketing Communications graduate program at Northwestern University. Her book gives sound advice about getting to know consumers, and gives superb, real life examples for each of her major points. She describes various tools used to both understand consumers and to convey the knowledge learned to others, such as "attribute mapping," "benefit mapping," "creative briefs," and "laddering." HITTING THE SWEET SPOT should be required reading for anyone working in Marketing or Advertising.
Rating:
Summary: Great Advice for Consumers and Those Who Love Them
Review: Who would have thought that a book that tells us how to
market something we may not need to people who may
not want to buy it could be bright, interesting and worth
the price? "Hitting the Sweet Spot" is written to teach students and
professional marketers, and advertisers and others how
to stay in touch and truly understand their target
audiences. That's not necessarily a bad thing, even for
those who think we're too busy buying and selling
already. 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 any
venue--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.
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