Prove It Before You Promote It: How To Take The Guesswork Out Of Marketing实践出真知在市场营销中的应用
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作者： Steve Cuno著
出 版 社：
出版时间： 2009-1-1字数：版次： 1页数： 226印刷时间： 2009/01/01开本： 16开印次： 1纸张： 胶版纸I S B N ： 9780470381182包装： 精装内容简介
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.
目录
Foreword, by Michael Shermer.
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.
