This book has two target markets. When aimed at the college textbook market, it is entitled The Consumer Insight Workbook. However, based on the central theme of the book—obtain consumer insights so as to make informed marketing decisions—the trade version is named Hitting The Sweet Spot. The content in both is the same, so why dual titles? The thinking is that marketing professionals understand and relate to the latter title, but it would be inappropriate for the college market.
Fortini‐Campbell, L. (1992), "The Consumer Insight Workbook: How Consumer Insights Can Inspire Better Marketing and Advertising", Journal of Consumer Marketing, Vol. 9 No. 4, pp. 73-74. https://doi.org/10.1108/eb008240
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