Applying scientific reasoning to the field of marketing [electronic resource] : make better decisions / Terry Grapentine.

ISBN:

9781606493687

Title:

Author:

Grapentine, Terry.

Personal Author:

Grapentine, Terry.

Edition:

1st ed.

Publication Information:

[New York, N.Y.] (222 East 46th Street, New York, NY 10017) : Business Expert Press, 2012.

Physical Description:

1 online resource (xiv, 244 pages) : illustrations, digital file.

Series:

Marketing strategy collection,

General Note:

Title from PDF title page (viewed October 23, 2012).

Part of: 2012 digital library.

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.

Local Note:

eBooks on EBSCOhost

Subject Term:

Marketing -- Management.

Marketing -- Decision making.

Added Corporate Author:

Business Expert Press.

Format:

Electronic Resources

Electronic Access:

Click here to view

Publication Date:

2012

Publication Information:

[New York, N.Y.] (222 East 46th Street, New York, NY 10017) : Business Expert Press, 2012.

Available:*

Shelf Number	Material Type	Copy	Shelf Location	Status
658.802 23	1:E-BOOK	1	1:ONLINE	Searching... Unknown

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Summary

Marketing decisions often misfire when driven more by beliefs than by knowledge. This book will guide you on how to differentiate between the two and to think more clearly and correctly when making those decisions, thereby increasing organizational success. The author has based this book on the fields of epistemology--the study of how knowledge is created--and the philosophy of science-- the study of what it means for a science to be called a science. The motivation behind the book is quite simple: Given that science is so successful, why shouldn't marketers borrow thinking and reasoning skills from science and apply them to marketing? Indeed, why not? The book details the groundwork for learning how to apply scientific reasoning to the field of marketing, such as some basic and important definitions ("What is a belief?" "What is knowledge?"), and identifies barriers to scientific reasoning, giving an example from the Dow Chemical Company and just how Dow uses critical thinking and reasoning skills to make more effective marketing and business decisions. You'll also learn some real "thinking tools" you will need to apply scientific reasoning to solving your marketing problems. It introduces topics relating to attributes versus constructs, the meaning of causation, the relationship between coherence and justified beliefs, the importance of logic to sound reasoning, and the avoidance of logical fallacies in making sound recommendations. The book concludes by giving you direction to further improve your ability to apply scientific reasoning to solving marketing problems.