Prove It Before You Promote It: How to Take the Guesswork Out of Marketing
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- Wiley
More About This Title Prove It Before You Promote It: How to Take the Guesswork Out of Marketing
English
Steve Cuno is founder and Chairman of The RESPONSE Agency, Inc., a direct response marketing firm with offices in Salt Lake City, Utah. He is a nationally recognized expert in branding and measurable marketing, and a popular speaker at national conventions, seminars, and colleges and universities. In his spare time, he enjoys his family, reading, writing, bicycling, and spending quality time with his grand piano.
For more information, visit ResponseAgency.com, or e-mail [email protected].
English
Foreword, by Michael Shermer.
Preface.
Acknowledgments.
About the Author.
Introduction.
1. What Any Fool Knows.
2. Your Gut Doesn’t Know Squat.
3. Leaps.
4. Beguiled by Correlation.
5. The Great Creativity Debate.
6. A Critical Look at Branding.
7. Beware the Experts.
8. Help Stop Research Abuse.
9. How to Predict a Marketing Success.
10. The Sciences Cast a Light on Marketing.
11. The Discipline of Strategy.
12. The Art of Scientific Marketing.
Endnote.
Notes.
Recommended Readings.
Index.
