Applying Scientific Reasoning to the Field of Marketing: Make Better Decisions
Author:
Publisher:
Business Expert Press
Pub. Date:
2012
Edition:
1st ed
Language:
English
Description
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.
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ISBN:
9781606493687
Staff View
Grouping Information
Grouped Work ID | 2860f669-27de-8dd0-3f44-a8df91e7f104 |
---|---|
Grouping Title | applying scientific reasoning to the field of marketing make better decisions |
Grouping Author | terry grapentine |
Grouping Category | book |
Grouping Language | English (eng) |
Last Grouping Update | 2024-03-24 08:49:07AM |
Last Indexed | 2024-04-26 23:58:48PM |
Solr Fields
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0
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0
author
Grapentine, Terry
author_display
Grapentine, Terry
available_at_ccu
CCU Electronic Resources
detailed_location_ccu
CCU Electronic Resources
display_description
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.
format_category_ccu
eBook
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eBook
id
2860f669-27de-8dd0-3f44-a8df91e7f104
isbn
9781606493687
itype_ccu
E-book
last_indexed
2024-04-27T05:58:48.759Z
lexile_score
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literary_form
Non Fiction
literary_form_full
Non Fiction
owning_library_ccu
Colorado Christian University Online
owning_location_ccu
CCU Electronic Resources
primary_isbn
9781606493687
publishDate
2012
publisher
Business Expert Press
recordtype
grouped_work
series
2012 digital library
Marketing strategy collection
Marketing strategy collection
series_with_volume
2012 digital library|
Marketing strategy collection|
Marketing strategy collection|
subject_facet
Electronic books
Marketing -- Decision making
Marketing -- Management
critical thinking
marketing
marketing management
marketing strategy
strategy
Marketing -- Decision making
Marketing -- Management
critical thinking
marketing
marketing management
marketing strategy
strategy
title_display
Applying Scientific Reasoning to the Field of Marketing : Make Better Decisions
title_full
Applying Scientific Reasoning to the Field of Marketing : Make Better Decisions Grapentine, Terry.
Applying scientific reasoning to the field of marketing [electronic resource] : make better decisions / Terry Grapentine
Applying scientific reasoning to the field of marketing [electronic resource] : make better decisions / Terry Grapentine
title_short
Applying Scientific Reasoning to the Field of Marketing
title_sub
Make Better Decisions
topic_facet
Decision making
Management
Marketing
Marketing -- Decision making
Marketing -- Management
critical thinking
marketing
marketing management
marketing strategy
strategy
Management
Marketing
Marketing -- Decision making
Marketing -- Management
critical thinking
marketing
marketing management
marketing strategy
strategy
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