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" Prove it before you promote it : "
Steve Cuno.
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BL
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| Record Number
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959149
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| Doc. No
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b713519
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| Main Entry
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Cuno, Steve,1954-
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| Title & Author
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Prove it before you promote it : : how to take the guesswork out of marketing /\ Steve Cuno.
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| Publication Statement
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Hoboken, N.J. :: John Wiley & Sons,, ©2009.
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| Page. NO
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xxvi, 230 pages ;; 23 cm
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| ISBN
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0470381183
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: 9780470381182
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| Bibliographies/Indexes
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Includes bibliographical references (pages 221-224) and index.
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| Contents
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What any fool knows -- Your gut doesn't know squat -- Leaps -- Beguiled by correlation -- The great creativity debate -- A critical look at branding -- Beware the experts -- Help stop research abuse -- How to predict a marketing success -- The sciences cast a light on marketing -- The discipline of strategy -- The art of scientific marketing.
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| Abstract
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"In Prove It Before You Promote It, branding and marketing expert Steve Cuno combines hard science and marketing best practices to help marketers avoid bad ideas and losing campaigns in the first place. Cuno questions the long-lived marketing belief in the power of gut intuition and shows marketers how to make better, evidence-based decisions - even when making emotional appeals to customers. Drawing on actual case studies and real science, Cuno challenges the conventional wisdom and offers rational, workable solutions for marketing problems." "Prove It Before You Promote It draws upon neurology, biology, psychology, cognitive science, probability, and evolutionary psychology to protect marketers from hidden, costly cognitive traps that beset the marketing industry. And it reveals how marketers can apply the scientific method to their own campaigns in order to accurately and reliably predict outcomes - before investing big dollars in them."--BOOK JACKET.
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| Subject
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Advertising-- Management.
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Advertising.
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Marketing-- Management.
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Marketing.
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Advertising-- Management.
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Advertising.
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Marketing
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Marketing-- Management.
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Marketing.
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Marketingpolitik
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Marketingtheorie
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Marktforschung
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| Dewey Classification
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658.8/3
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| LC Classification
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HF5415.13.C855 2009
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