In tennis, "The Sweet Spot" is the part of the racket that provides maximum impact. In HITTING THE SWEET SPOT, Dr. Fortini-Campbell, a leading strategic planning consultant, shows you how to connect with consumers for maximum marketing impact. This is a uniquely useful book for marketing & advertising professionals, as well as students. HITTING THE SWEET SPOT chapters include: How to Be a Consumer Detective; How to Know an Insight When You See One; & The Account Planning Revolution. The book contains numerous examples of marketplace success based on consumer insight & practical advice on how to go beyond traditional market-research information. It also contains the first in-depth treatment to appear in the United States on Account Planning, an approach that dramatically changed British advertising. Today's consumer marketplace is tougher & more competitive than ever. HITTING THE SWEET SPOT helps marketing meet that challenge by moving from information to insight to inspiration. HITTING THE SWEET SPOT is from The Copy Workshop, which publishes two of the leading books in advertising. "The Copy Workshop Workbook," & "How to Put Your Book Together & Get a Job in Advertising." To order: The Copy Workshop, 2144 N. Hudson, Chicago, IL 60614. Fax (312) 281-4643. A Textbook version is also available under the title of THE CONSUMER INSIGHT WORKBOOK.