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

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

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
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
Cataloging source
NYBEP
http://library.link/vocab/creatorName
Grapentine, Terry
Dewey number
658.802
Illustrations
illustrations
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
Business Expert Press
Series statement
Marketing strategy collection,
http://library.link/vocab/subjectName
  • Marketing
  • Marketing
  • BUSINESS & ECONOMICS
  • Marketing
  • Marketing
Target audience
  • adult
  • specialized
Label
Applying scientific reasoning to the field of marketing : make better decisions, Terry Grapentine
Instantiates
Publication
Note
  • Title from PDF title page (viewed October 23, 2012)
  • Part of: 2012 digital library
Bibliography note
Includes bibliographical references (pages 231-238) and index
Carrier category
online resource
Carrier category code
  • cr
Carrier MARC source
rdacarrier
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
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
Control code
814468830
Edition
1st ed.
Extent
1 online resource (xiv, 244 pages)
Form of item
online
Isbn
9781606493687
Media category
computer
Media MARC source
rdamedia
Media type code
  • c
Other control number
10.4128/9781606493687
Other physical details
illustrations, digital file.
http://library.link/vocab/ext/overdrive/overdriveId
cl0500000206
Specific material designation
remote
System control number
(OCoLC)814468830
Label
Applying scientific reasoning to the field of marketing : make better decisions, Terry Grapentine
Publication
Note
  • Title from PDF title page (viewed October 23, 2012)
  • Part of: 2012 digital library
Bibliography note
Includes bibliographical references (pages 231-238) and index
Carrier category
online resource
Carrier category code
  • cr
Carrier MARC source
rdacarrier
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
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
Control code
814468830
Edition
1st ed.
Extent
1 online resource (xiv, 244 pages)
Form of item
online
Isbn
9781606493687
Media category
computer
Media MARC source
rdamedia
Media type code
  • c
Other control number
10.4128/9781606493687
Other physical details
illustrations, digital file.
http://library.link/vocab/ext/overdrive/overdriveId
cl0500000206
Specific material designation
remote
System control number
(OCoLC)814468830

Library Locations

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