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Description - Prove it Before You Promote it by Steve Cuno

How a scientific approach to marketing consistently beats gut intuition Combining hard science and marketing practice, Prove It Before You Promote It draws on marketing case studies and scientific evidence to help marketers eliminate bias, emotion, and common cognitive errors in order to make better, evidence-based marketing decisions. This new and engaging approach explodes the popular, costly marketing myth of the power and importance of intuition; challenges accepted marketing wisdom; and offers rational, workable solutions for marketing problems. Drawing on real-world market tests as well as neurology, biology, psychology, cognitive science, probability, and evolutionary psychology, the book reveals how people behave in the marketplace and how marketers can best use that science to their advantage.

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Book Details

ISBN: 9780470381182
ISBN-10: 0470381183
Format: Hardback
(223mm x 155mm x 23mm)
Pages: 256
Imprint: John Wiley & Sons Ltd
Publisher: John Wiley and Sons Ltd
Publish Date: 28-Nov-2008
Country of Publication: United Kingdom

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Author Biography - Steve Cuno

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, or e-mail