LEADER 04976nam 2200721 a 450 001 9910462263603321 005 20121025132515.0 010 $a1-283-89502-1 010 $a1-60649-368-X 024 7 $a10.4128/9781606493687 035 $a(CKB)2670000000261661 035 $a(EBL)1038249 035 $a(OCoLC)818817004 035 $a(SSID)ssj0000740505 035 $a(PQKBManifestationID)11930757 035 $a(PQKBTitleCode)TC0000740505 035 $a(PQKBWorkID)10700361 035 $a(PQKB)10997396 035 $a(OCoLC)814468830 035 $a(CaBNVSL)swl00401518 035 $a(MiAaPQ)EBC1038249 035 $a(Au-PeEL)EBL1038249 035 $a(CaPaEBR)ebr10617484 035 $a(CaONFJC)MIL420752 035 $a(EXLCZ)992670000000261661 100 $a20121023d2012 fy 0 101 0 $aeng 135 $aur|n|---||||| 181 $ctxt 182 $cc 183 $acr 200 10$aApplying scientific reasoning to the field of marketing$b[electronic resource] $emake better decisions /$fTerry Grapentine 205 $a1st ed. 210 $a[New York, N.Y.] (222 East 46th Street, New York, NY 10017) $cBusiness Expert Press$d2012 215 $a1 online resource (262 p.) 225 1 $aMarketing strategy collection,$x2150-9662 300 $aPart of: 2012 digital library. 311 $a1-60649-367-1 320 $aIncludes bibliographical references (p. 231-238) and index. 327 $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. 330 3 $aMarketing decisions often misfire when driven more by beliefs than by knowledge. This book guides readers on how to differentiate between the two and to think more clearly and correctly when making those decisions, thereby increasing organizational success. The book is based on the fields of epistemology-- the study of how knowledge is created--and the philosophy of science--the study of what it means for a science to be called a science. The motivation behind the book is quite simple: Given that science is so successful, why shouldn't marketers borrow thinking and reasoning skills from science and apply them to marketing? Indeed, why not? Section 1 lays the groundwork for learning how to apply scientific reasoning to the field of marketing. It covers some basic and important definitions ("What is a belief?" "What is knowledge?"), identifies barriers to scientific reasoning, and gives an example from The Dow Chemical Company about how this manufacturer uses critical thinking and reasoning skills to make more effective marketing and business decisions. Section 2 presents the necessary "thinking tools" you will need to apply scientific reasoning to solving your marketing problems. It introduces topics relating to attributes versus constructs, the meaning of causation, the relationship between coherence and justified beliefs, the importance of logic to sound reasoning, and the avoidance of logical fallacies in making sound recommendations. The book's final section focuses on the role that theory development plays in helping marketers transform mere "beliefs" into "knowledge." Additionally, there is a separate chapter on brainstorming that presents ideas on how marketers can use their brain power to create potentially useful insights into factors influencing customer behavior. The book concludes by giving readers direction to further improve their ability to apply scientific reasoning to solve marketing problems. 410 0$a2012 digital library. 410 0$aMarketing strategy collection.$x2150-9662 606 $aMarketing$xManagement 606 $aMarketing$xDecision making 608 $aElectronic books. 610 $amarketing 610 $amarketing management 610 $amarketing strategy 610 $astrategy 610 $acritical thinking 610 $amarketing research 615 0$aMarketing$xManagement. 615 0$aMarketing$xDecision making. 676 $a658.802 700 $aGrapentine$b Terry$0854429 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910462263603321 996 $aApplying scientific reasoning to the field of marketing$91908153 997 $aUNINA