Prove it before you promote it : how to take the guesswork out of marketing

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 book explodes the most common and costly marketing myths and draws on real, proven science to reveal how people actually behave in the marketplace-and how you can use that to your advantage.

Author Notes

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 Steve@ResponseAgency.com.

Michael Shermer

Foreword	p. xi
Preface	p. xvii
Acknowledgments	p. xxi
About the Author	p. xxiii
Introduction	p. xxv
1 What Any Fool Knows	p. 1
2 Your Gut Doesn't Know Squat	p. 11
3 Leaps	p. 19
4 Beguiled by Correlation	p. 39
5 The Great Creativity Debate	p. 57
6 A Critical Look at Branding	p. 91
7 Beware the Experts	p. 101
8 Help Stop Research Abuse	p. 117
9 How to Predict a Marketing Success	p. 129
10 The Sciences Cast a Light on Marketing	p. 147
11 The Discipline of Strategy	p. 167
12 The Art of Scientific Marketing	p. 183
Endnote	p. 195
Notes	p. 196
Recommended Readings	p. 221
Index	p. 225

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Author Notes

Table of Contents