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

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Bibliographic Details
Author / Creator:Cuno, Steve, 1954-
Imprint:Hoboken, N.J. : John Wiley & Sons, c2009.
Description:xxvi, 230 p. ; 23 cm.
Language:English
Subject:
Format: Print Book
URL for this record:http://pi.lib.uchicago.edu/1001/cat/bib/7625291
Hidden Bibliographic Details
ISBN:9780470381182 (cloth)
0470381183 (cloth)
Notes:Includes bibliographical references (p. 221-224) and index.
Table of Contents:
  • Foreword
  • 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