The Resource Applying scientific reasoning to the field of marketing : make better decisions, Terry Grapentine, (ebook)

Applying scientific reasoning to the field of marketing : make better decisions, Terry Grapentine, (ebook)

Label
Applying scientific reasoning to the field of marketing : make better decisions
Title
Applying scientific reasoning to the field of marketing
Title remainder
make better decisions
Statement of responsibility
Terry Grapentine
Creator
Contributor
Subject
Genre
Language
eng
Summary
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 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? Section 1 lays the groundwork for learning how to apply scientific reasoning to the field of marketing. It covers some basic and important definitions ("What is a belief?" "What is knowledge?"), identifies barriers to scientific reasoning, and gives an example from The Dow Chemical Company about how this manufacturer uses critical thinking and reasoning skills to make more effective marketing and business decisions. Section 2 presents the necessary "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's final section focuses on the role that theory development plays in helping marketers transform mere "beliefs" into "knowledge." Additionally, there is a separate chapter on brainstorming that presents ideas on how marketers can use their brain power to create potentially useful insights into factors influencing customer behavior. The book concludes by giving readers direction to further improve their ability to apply scientific reasoning to solve marketing problems
Member of
Additional physical form
Also available in print.
Cataloging source
MiAaPQ
http://library.link/vocab/creatorName
Grapentine, Terry
Dewey number
658.802
Index
index present
LC call number
HF5415.135
LC item number
.G722 2012
Literary form
non fiction
Nature of contents
  • dictionaries
  • abstracts summaries
  • bibliography
http://library.link/vocab/relatedWorkOrContributorName
NC Live eBook Central
Series statement
Marketing strategy collection,
http://library.link/vocab/subjectName
  • Marketing
  • Marketing
Target audience
specialized
Label
Applying scientific reasoning to the field of marketing : make better decisions, Terry Grapentine, (ebook)
Link
https://ebookcentral.proquest.com/lib/cmlibrary-ebooks/detail.action?docID=1038249
Instantiates
Publication
Note
Part of: 2012 digital library
Bibliography note
Includes bibliographical references (p. 231-238) and index
Color
multicolored
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
Dimensions
unknown
Edition
1st ed.
Extent
1 electronic text (xiv, 244 p.)
File format
multiple file formats
Form of item
online
Governing access note
Access restricted to authorized users and institutions
Isbn
9781606493687
Isbn Type
(electronic bk.)
Other control number
10.4128/9781606493687
Other physical details
ill., digital file.
Reformatting quality
access
Reproduction note
Electronic reproduction. Ann Arbor, MI : ProQuest, 2015. Available via World Wide Web. Access may be limited to ProQuest affiliated libraries.
Specific material designation
remote
System control number
  • EBC1038249
  • (OCoLC)814468830
  • (CaBNVSL)swl00401518
  • (MiAaPQ)EBC1038249
  • (Au-PeEL)EBL1038249
  • (CaPaEBR)ebr10617484
  • (CaONFJC)MIL420752
  • (OCoLC)818817004
System details
  • Mode of access: World Wide Web
  • System requirements: Adobe Acrobat reader
Label
Applying scientific reasoning to the field of marketing : make better decisions, Terry Grapentine, (ebook)
Link
https://ebookcentral.proquest.com/lib/cmlibrary-ebooks/detail.action?docID=1038249
Publication
Note
Part of: 2012 digital library
Bibliography note
Includes bibliographical references (p. 231-238) and index
Color
multicolored
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
Dimensions
unknown
Edition
1st ed.
Extent
1 electronic text (xiv, 244 p.)
File format
multiple file formats
Form of item
online
Governing access note
Access restricted to authorized users and institutions
Isbn
9781606493687
Isbn Type
(electronic bk.)
Other control number
10.4128/9781606493687
Other physical details
ill., digital file.
Reformatting quality
access
Reproduction note
Electronic reproduction. Ann Arbor, MI : ProQuest, 2015. Available via World Wide Web. Access may be limited to ProQuest affiliated libraries.
Specific material designation
remote
System control number
  • EBC1038249
  • (OCoLC)814468830
  • (CaBNVSL)swl00401518
  • (MiAaPQ)EBC1038249
  • (Au-PeEL)EBL1038249
  • (CaPaEBR)ebr10617484
  • (CaONFJC)MIL420752
  • (OCoLC)818817004
System details
  • Mode of access: World Wide Web
  • System requirements: Adobe Acrobat reader

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