This book will be cherished by anyone involved in the marketing process, from the veteran CEO to the first-time marketing assistant. Ultimately, Marketing Straight to the Heart proves that no company, no matter how seemingly invincible, can ignore the reality of their customers' emotions. Remember New Coke?;Unlike other marketing books, Marketing Straight to the Heart offers a refreshing alternative to by-the-number solutions. Feig explains that pushing your customers' emotional hot buttons is the most powerful selling tool of all. He shows you how to define those hot buttons and address them in every stage of product development and marketing. Backed by dozens of examples from success stories like Thera-Flu and Toilet Duck to anonymous failures that sit in cold, dark.;Warehouses, he illustrates the power of creative problem solving. Feig not only teaches the overall concepts behind "share of heart" marketing, but the importance of researching and honing the correct emotional impact for your new or established product. From the controversy behind blue M & Ms, to the late-night success of home shopping networks, Barry Feig discusses emotional marketing in a humorous style - free of jargon. Smart, clear, and very effective, the advice in.;1. What Is Share of Heart? How Can It Work for You? -- 2. Fifteen Hot Buttons to Push -- 3. Straight-to-the-Heart Marketing Research -- 4. Staking Your Claim to Your Target Market: The to-the-Heart Mission Statement -- 5. Developing the Marketing Strategy -- 6. Creating Share of Heart From the Start: Developing New Product Winners -- 7. Exploding Those Deadly Marketing Myths -- 8. How Marketing to the Heart Can Reverse the Fortunes of Stagnant or Declining Brands -- 9. Hooking the Heart Through Advertising -- 10. Making Consumers Embrace Your Products and Brands -- 11. About Value -- A Final Word From the Author.