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