Applying scientific reasoning to the field of marketing : make better decisions / / Terry Grapentine.
Marketing decisions often misfire when driven more by beliefs than by knowledge. This book guides readers on how to differentiate between the two and to think more clearly and correctly when making those decisions, thereby increasing organizational success. The book is based on the fields of epistem...
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| Superior document: | Marketing strategy collection, |
|---|---|
| : | |
| Year of Publication: | 2012 |
| Edition: | 1st ed. |
| Language: | English |
| Series: | 2012 digital library.
Marketing strategy collection. |
| Online Access: | |
| Physical Description: | 1 electronic text (xiv, 244 p.) :; ill., digital file. |
| Notes: | Part of: 2012 digital library. |
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Table of Contents:
- A personal observation
- Acknowledgments
- Section 1. Laying the groundwork
- 1. Introduction
- 2. Epistemology and philosophy of science: why they are useful for marketing
- 3. Applying scientific reasoning to the field of marketing and business: the Dow Chemical story
- 4. Barriers to scientific reasoning
- 5. Worldviews: the lens that can distort reality
- Section 2. Thinking scientifically
- 6. An introduction to scientific reasoning
- 7. Attributes versus constructs
- 8. Causation
- 9. Coherence
- 10. Logic: deduction, induction, and inference to the best explanation
- 11. Arguments and logical fallacies
- Section 3. Developing theories
- 12. Theory
- 13. Creative thinking in theory development
- 14. Your journey
- 15. Additional readings
- Notes
- Bibliography
- Index.