The Fallible Gut

About the Book

To anyone who justifies a marketing decision with, "I'm going with my gut," Steve Cuno has one thing to say: Your gut doesn't know squat. No more relying on supposition or jumping to conclusions-The Fallible Gut takes the guesswork out of marketing. Cuno, who has made a career out of subjecting marketing and advertising to the rigors of good judgment and sound science, shows you how to apply critical thinking skills to consistently make the best use of your marketing dollars.

Using psychology, statistics, and behavioral sciences, this refreshingly sane guide debunks traditional marketing myths and reveals:

· The risk of mistaking correlation for causation
· Why sheer creativity isn't enough
· Why some brands "click" and others flop
· How to develop a disciplined and reliable marketing strategy

This groundbreaking handbook dares you to commit to smart, evidence-based marketing and achieve remarkable success with your next campaign and every one thereafter.

About the Author

Steve Cuno is founder and chairman of RESPONSE Prospecting & Loyalty Strategies, Inc., a leading direct response firm. An internationally published marketing authority, Steve's writing has appeared in Advertising Age, Direct, Deliver, and other publications. A popular speaker at seminars, conventions and colleges, Steve lives in Salt Lake City, Utah.