Applying scientific reasoning to the field of marketing : make better decisions /

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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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Grapentine, Terry
Autor Corporativo: Business Expert Press
Formato: Electrónico eBook
Idioma:Inglés
Publicado: [New York, N.Y.] (222 East 46th Street, New York, NY 10017) : Business Expert Press, 2012.
Edición:1st ed.
Colección:2012 digital library.
Marketing strategy collection.
Business Expert Press digital library.
Temas:
Marketing > Management.
Marketing > Decision making.
Marketing > Gestion.
BUSINESS & ECONOMICS > Green Business.
Marketing > Decision making
Marketing > Management
marketing
marketing management
marketing strategy
strategy
critical thinking
marketing research
Acceso en línea:Texto completo
Tabla de Contenidos:
  • 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.

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