Hitting the Sweet Spot: How Consumer Insights Can Inspire Better Marketing and Advertising. Cet article n’est pas disponible.Hitting the Sweet Spot: How Consumer Insights Can Inspire Better Marketing and Advertising

The Consumer Insight Classic. Clear and engaging - written by one of the top professionals in consumer insight. The book takes you through the process step by step - from Data to Information to Insight to Inspiration. This book is used worldwide by both students and professionals.

Lisa Fortini-Campbell has built a distinguished career helping leaders place the customer at the center of marketing, branding, and product development. After earning her Ph.D., she spent more than a decade in the ad industry, holding senior roles in market research, account planning, new business development, and client leadership, culminating as General Manager of the Chicago office of Hal Riney & Partners.

Later, she joined Northwestern University’s Medill School of Journalism as an Associate Professor, teaching consumer behavior while simultaneously founding The Fortini-Campbell Company, a global consultancy focused on customer insight and experience research. She has also served as an Adjunct Professor of Management at the Kellogg School of Management, leading executive programs in integrated marketing, branding, and consumer insight. She is the author of Hitting the Sweet Spot, the foundational work on insight-driven marketing.