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 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.

Steve Cuno (Salt Lake City, UT) is founder and Chairman of RESPONSE Prospecting & Loyalty Strategies, a national direct response marketing firm. He is a nationally recognized expert in branding and measurable marketing, and a popular speaker at national conventions, seminars, and colleges
and universities.