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Record Nr. |
UNINA9910155152803321 |
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Autore |
Dwight David |
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Titolo |
Critical thinking for marketers : learn how to think, not what to think . Volume II / / David Dwight, Terry Grapentine, and David Soorholtz |
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Pubbl/distr/stampa |
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New York, New York (222 East 46th Street, New York, NY 10017) : , : Business Expert Press, , 2017 |
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ISBN |
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Edizione |
[First edition.] |
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Descrizione fisica |
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1 online resource (82 pages) |
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Collana |
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Marketing strategy collection, , 2150-9662 |
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Disciplina |
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Soggetti |
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Critical thinking |
Marketing |
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Lingua di pubblicazione |
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Formato |
Materiale a stampa |
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Livello bibliografico |
Monografia |
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Nota di bibliografia |
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Includes bibliographical references (pages 73-80) and index. |
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Nota di contenuto |
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Section I. Think better -- 1. Introduction -- 2. Marketing as a science -- 3. Correlation and causation -- 4. What is a concept? -- 5. David Hume -- 6. The double jeopardy law -- 7. Behavioral economics -- 8. The five whys -- Section II. Cognitive biases and their importance -- 9. Introduction -- 10. What they are and why they're important -- 11. Science: a tool for reducing the systematic errors caused by cognitive biases -- 12. What makes science special -- 13. Confirmation bias and the evolution of reason -- 14. Epistemic humility -- Section III. Conclusions -- 15. Summary -- 16. Additional readings -- Notes -- References -- Index. |
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Sommario/riassunto |
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Volume II expands your background knowledge of other areas of critical thinking that are making major contributions to both marketing as a social science (what professors do) and marketing as an applied science (what you as real-world marketers do). This background knowledge should give you a better appreciation for how knowledge is created in marketing. Having a basic understanding of selected concepts in the fields of behavioral economics and cognitive science are vital to improving the quality of marketing decisions and recommendations you make on a daily basis. This volume is divided into three major sections: Think Better, Cognitive Biases and Their Importance, and Conclusions. |
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