Prove It before You Promote It: How to Take the Guesswork Out of Marketing

商家名称	信用等级	购买信息	订购本书
		Prove It before You Promote It: How to Take the Guesswork Out of Marketing
		Prove It before You Promote It: How to Take the Guesswork Out of Marketing

基本信息·出版社：John Wiley & Sons
·页码：256 页
·出版日期：2008年11月
·ISBN：0470381183
·条形码：9780470381182
·装帧：精装
·正文语种：英语

内容简介 在线阅读本书

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.
作者简介 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.
专业书评 Praise for Prove It Before You Promote It

"Prove It Before You Promote It shows how to spot and avoid thinking traps, take a critical look at the evidence, and apply scientific criteria to the charting of an intelligent course. The more marketers—or, for that matter, people in general—learn to do that, the better off we'll all be. Your challenge awaits. Read this book if you dare."
—Dr. Michael Shermer, Executive Director, Skeptics Society; Contributing Editor and monthly columnist, Scientific American; bestselling author of The Mind of the Market, The Science of Good and Evil, and Science Friction

"Prove It Before You Promote It will inform you, entertain you, challenge your assumptions, even infuriate you. Read this book, and I guarantee you will never approach research and marketing in quite the same way again."
— Brian Rasmussen, Managing Director, R&R Partners, creators of the famous Las Vegas campaign "What happens here stays here"

"At last—a practical way to know, once and for all, what your advertising dollar buys. It's about time someone wrote this book. Ignore it at your peril."
—Adrian Gostick, author of the New York Times bestseller The Carrot Principle

"Cuno challenges the conventions of the advertising business with every turn of the page. In fact, this book passes the same test as a great ad; you either like it or dislike it, but you certainly won't feel neutral about it."
—Tim Williams, President, Ignition Consulting Group, bestselling author of Take a Stand for Your Brand

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