Midvale, Utah

In the preface of his recent book “Prove It Before You Promote It” (Wiley & Sons), Steve Cuno says that cutting marketing because sales are down is like reducing insulin when a patient’s diabetes has gotten worse. But while marketing’s role shouldn’t be diminished, Cuno illustrates how it can be far better played.

In the preface of his recent book "Prove It Before You Promote It" (Wiley & Sons), Steve Cuno says that cutting marketing because sales are down is like reducing insulin when a patient's diabetes has gotten worse. But while marketing's role shouldn't be diminished, Cuno illustrates how it can be far better played.

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