In this text, Bernd Schmitt claims that what consumers want are products, communications and campaigns that arouse the senses, touch their hearts, and stimulate their minds. He also explains that marketers can transform a product or service from a one-time purchase to a daily part of life.

Shows readers how to put together the most promotable message possible for any product or service. Containing practical ideas that help readers position their product, build buzz and make money, this edition includes coverage on Internet marketing.

How do some companies manage to beat the odds and bust through the obstacles that make explosive growth so elusive? This guide includes 40 marketbusting moves and outlines 5 overall strategies companies have used to drive new growth including: change the customer experience, reconfigure products and services, and redefine key metrics.

The marketing methods of the past are losing effectiveness as consumers are getting smarter and smarter and have less and less time. What is needed is a fresh way of doing business - a method that is simultaneously socially responsible and far effective than 'old' marketing. This title presents that fresh way.