Applying scientific reasoning to the field of marketing [[electronic resource] ] : make better decisions / / Terry Grapentine

• Record Nr.: UNINA9910785733003321
• Autore: Grapentine Terry
• Pubbl/distr/stampa: [New York, N.Y.] (222 East 46th Street, New York, NY 10017), : Business Expert Press, 2012
• ISBN: 1-283-89502-1; 1-60649-368-X
• Edizione: [1st ed.]
• Descrizione fisica: 1 online resource (262 p.)
• Collana: Marketing strategy collection, , 2150-9662
• Disciplina: 658.802
• Soggetti: Marketing - Management; Marketing - Decision making
• Lingua di pubblicazione: Inglese
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Note generali: Part of: 2012 digital library.
• Nota di bibliografia: Includes bibliographical references (p. 231-238) and index.
• Nota di contenuto: 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.
• Sommario/riassunto: 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.

Interacademy programs between the United States and Eastern Europe, 1967-2009 : the changing landscape / / Glenn E. Schweitzer ; Office for Central Europe and Eurasia Development, Security, and Cooperation ; Policy and Global Affairs ; National Research Council of the National Academies

• Record Nr.: UNINA9910957784803321
• Autore: Schweitzer Glenn E. <1930-2023.>
• Pubbl/distr/stampa: Washington, D.C., : National Academies Press, c2009
• ISBN: 9786612437298; 9780309147279; 0309147271; 9781282437296; 1282437291; 9780309144438; 0309144434
• Edizione: [1st ed.]
• Descrizione fisica: 1 online resource (81 p.)
• Disciplina: 507.2
• Soggetti: Communication in science - Europe, Eastern; Communication in science - United States
• Lingua di pubblicazione: Inglese
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Note generali: Description based upon print version of record.
• Nota di bibliografia: Includes bibliographical references.
• Nota di contenuto: ""Front Matter""; ""Preface""; ""Acknowledgments""; ""About the Author""; ""Contents""; ""Summary""; ""1 New Approaches to Cooperation""; ""2 Individual Exchanges""; ""3 Bilateral and Regional Workshops""; ""4 Special Activities""; ""5 The Way Forward""; ""Appendix: Workshops with Eastern European Institutions""
• Sommario/riassunto: Interacademy Programs Between the United States and Eastern Europe 1967-2009 documents how interacademy programs have played a significant role in establishing and maintaining American scientific contacts with colleagues in Eastern Europe prior to and following the lifting of the Iron Curtain. The book also discusses the changing roles of the academies of the region and the changing nature of interacademy cooperation that has emerged since 1991. The countries of interest are Poland, the Czech Republic, Slovakia, Hungary, Romania, ; Bulgaria, the former German Democratic Republic, and the countries that previously were united politically within the framework of the former Yugoslavia. The book should be of interest to officials and specialists in both the United States and the countries of Eastern Europe who are actively engaged in promoting scientific cooperation through bilateral and other channels. Also, an emerging audience for this book is the growing group of analysts in the United States interested in "science diplomacy" involving U.S. cooperation with countries that have political agendas that differ in important respects from the objectives of U.S. policies.