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000840989 020__ $$z9781606493670 (pbk.)
000840989 020__ $$a9781606493687 (electronic bk.)
000840989 0247_ $$a10.4128/9781606493687$$2doi
000840989 035__ $$a(MiAaPQ)EBC1038249
000840989 035__ $$a(Au-PeEL)EBL1038249
000840989 035__ $$a(CaPaEBR)ebr10617484
000840989 035__ $$a(CaONFJC)MIL420752
000840989 035__ $$a(OCoLC)818817004
000840989 040__ $$aMiAaPQ$$cMiAaPQ$$dMiAaPQ
000840989 050_4 $$aHF5415.135$$b.G722 2012
000840989 08204 $$a658.802$$223
000840989 1001_ $$aGrapentine, Terry.
000840989 24510 $$aApplying scientific reasoning to the field of marketing:$$bmake better decisions /$$cTerry Grapentine.
000840989 250__ $$a1st ed.
000840989 260__ $$a[New York, N.Y.] (222 East 46th Street, New York, NY 10017) :$$bBusiness Expert Press,$$c2012.
000840989 300__ $$a1 electronic text (xiv, 244 p.) :$$bill., digital file.
000840989 336__ $$atext$$2rdacontent
000840989 337__ $$acomputer$$2rdamedia
000840989 338__ $$aonline resource$$2rdacarrier
000840989 4901_ $$aMarketing strategy collection,$$x2150-9662
000840989 500__ $$aPart of: 2012 digital library.
000840989 504__ $$aIncludes bibliographical references (p. 231-238) and index.
000840989 5050_ $$aA personal observation -- Acknowledgments -- Section 1. Laying the groundwork -- 1. Introduction -- 2. Epistemology and philosophy of science: why they are useful for marketing -- 3. Applying scientific reasoning to the field of marketing and business: the Dow Chemical story -- 4. Barriers to scientific reasoning -- 5. Worldviews: the lens that can distort reality -- Section 2. Thinking scientifically -- 6. An introduction to scientific reasoning -- 7. Attributes versus constructs -- 8. Causation -- 9. Coherence -- 10. Logic: deduction, induction, and inference to the best explanation -- 11. Arguments and logical fallacies -- Section 3. Developing theories -- 12. Theory -- 13. Creative thinking in theory development -- 14. Your journey -- 15. Additional readings -- Notes -- Bibliography -- Index.
000840989 506__ $$aAccess limited to authorized users.
000840989 5203_ $$aMarketing decisions often misfire when driven more by beliefs than by knowledge. This book guides readers on how to differentiate between the two and to think more clearly and correctly when making those decisions, thereby increasing organizational success. The book is based on the fields of epistemology-- the study of how knowledge is created--and the philosophy of science--the study of what it means for a science to be called a science. The motivation behind the book is quite simple: Given that science is so successful, why shouldn't marketers borrow thinking and reasoning skills from science and apply them to marketing? Indeed, why not? Section 1 lays the groundwork for learning how to apply scientific reasoning to the field of marketing. It covers some basic and important definitions ("What is a belief?" "What is knowledge?"), identifies barriers to scientific reasoning, and gives an example from The Dow Chemical Company about how this manufacturer uses critical thinking and reasoning skills to make more effective marketing and business decisions. Section 2 presents the necessary "thinking tools" you will need to apply scientific reasoning to solving your marketing problems. It introduces topics relating to attributes versus constructs, the meaning of causation, the relationship between coherence and justified beliefs, the importance of logic to sound reasoning, and the avoidance of logical fallacies in making sound recommendations. The book's final section focuses on the role that theory development plays in helping marketers transform mere "beliefs" into "knowledge." Additionally, there is a separate chapter on brainstorming that presents ideas on how marketers can use their brain power to create potentially useful insights into factors influencing customer behavior. The book concludes by giving readers direction to further improve their ability to apply scientific reasoning to solve marketing problems.
000840989 530__ $$aAlso available in print.
000840989 538__ $$aMode of access: World Wide Web.
000840989 538__ $$aSystem requirements: Adobe Acrobat reader.
000840989 588__ $$aTitle from PDF t.p. (viewed on October 23, 2012).
000840989 650_0 $$aMarketing$$xManagement.
000840989 650_0 $$aMarketing$$xDecision making.
000840989 653__ $$amarketing
000840989 653__ $$amarketing management
000840989 653__ $$amarketing strategy
000840989 653__ $$astrategy
000840989 653__ $$acritical thinking
000840989 653__ $$amarketing research
000840989 655_0 $$aElectronic books
000840989 77608 $$iPrint version:$$z9781606493670
000840989 830_0 $$a2012 digital library.
000840989 830_0 $$aMarketing strategy collection.$$x2150-9662
000840989 852__ $$bebk
000840989 85640 $$3ProQuest Ebook Central Academic Complete $$uhttps://univsouthin.idm.oclc.org/login?url=https://ebookcentral.proquest.com/lib/usiricelib-ebooks/detail.action?docID=1038249$$zOnline Access
000840989 909CO $$ooai:library.usi.edu:840989$$pGLOBAL_SET
000840989 980__ $$aBIB
000840989 980__ $$aEBOOK
000840989 982__ $$aEbook
000840989 983__ $$aOnline