Abstract
Hitting the Sweet Spot – Again: How Consumer Insights Can Inspire Better Marketing and Advertising (2020) includes 14 principles and six perspectives for introductory account planning students. The book, by Kim Bartel Sheehan and Charlie Robertson, is based on the classic text by Lisa Fortini-Campbell. The principles guide new market researchers through classic strategies to discover consumer insights. The perspectives are more didactic and include tips for using creative briefs and how to become a better account planner. There are few examples of great advertising using the book’s exact principles. As an introductory text, this textbook orients students to market research fundamentals in an accessible and open-ended way.
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