LEADER 04983nam 2200721 a 450 001 9910785733003321 005 20230125201904.0 010 $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(Au-PeEL)EBL1038249 035 $a(CaPaEBR)ebr10617484 035 $a(CaONFJC)MIL420752 035 $a(CaSebORM)9781606493670 035 $a(MiAaPQ)EBC1038249 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 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$01476003 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910785733003321 996 $aApplying scientific reasoning to the field of marketing$93690410 997 $aUNINA LEADER 04694nam 22005895 450 001 9911049088603321 005 20260102120758.0 010 $a3-032-04255-0 024 7 $a10.1007/978-3-032-04255-2 035 $a(CKB)44769868500041 035 $a(MiAaPQ)EBC32484313 035 $a(Au-PeEL)EBL32484313 035 $a(DE-He213)978-3-032-04255-2 035 $a(EXLCZ)9944769868500041 100 $a20260102d2026 u| 0 101 0 $aeng 135 $aur||||||||||| 181 $ctxt$2rdacontent 182 $cc$2rdamedia 183 $acr$2rdacarrier 200 12$aA Brief History of Computing /$fby Gerard O'Regan 205 $a4th ed. 2026. 210 1$aCham :$cSpringer Nature Switzerland :$cImprint: Springer,$d2026. 215 $a1 online resource (488 pages) 225 1 $aComputer Science Series 311 08$a3-032-04254-2 327 $aPreface -- What is a Computer? -- Computing in Early Civilisations -- Foundations of Computing -- The First Digital Computers -- The First Commercial Computers -- Early Commercial Computers and the Invention of the Transistor -- Integrated Circuit and Silicon Valley -- The IBM System/360 -- Minicomputers and Later Mainframes -- The Microprocessor Revolution -- Home Computers -- The IBM Personal Computer.-History of Operating Systems -- Birth of Software Industry and Human Computer Interaction -- History of Programming Languages -- History of Software Engineering -- A Short History of Telecommunications -- The Internet Revolution -- The Smartphone and Social Media -- A Miscellany of Innovation -- History of Databases -- History of Artificial Intelligence -- Ethics and Professional Responsibility -- Legal Aspects of Computing.-Computer Crime and Cybersecurity -- Epilogue -- References -- Glossary -- Index. 330 $aThis lively and fascinating text traces the key developments in computation ? from 3000 B.C. to the present day ? in an easy-to-follow and concise manner. The book embarks upon a journey from ancient Egypt to modern times-- taking in mechanical calculators, early digital computers, to software engineering, to the first personal computers and mobile phones, and the invention of the World Wide Web, among other topics. This expanded and revised 4th edition examines legal and ethical issues that arise in the computing field, as well as innovations such as quantum computing and Bitcoin. Topics and features: Offers many pedagogical features such as chapter-opening key topics, chapter introductions and summaries, exercises, and a glossary Discusses major figures such as Boole, Babbage, Shannon, Turing, and Von Neumann Reviews early computers developed in the United States, Germany and Britain Explores the development of the IBM 360 and the birth of the software industry Reviews the history of software engineering, programming languages, and operating systems, and examines ethical software engineering Investigates progress of the field of artificial intelligence, including ethical AI Reviews the introduction of the personal computer, the World Wide Web, mobile phone technology, and ethical social media Discusses innovations such as Bitcoin, quantum computing and nanotechnology Examines legal and ethical aspects of computing, computer crime and cybersecurity This clearly written and broad-ranging text gives the reader a flavour of the history and stimulates further study in the subject. As such, it will be of benefit to students of computer science, while also capturing the interest of the more casual reader. Dr. Gerard O'Regan is an independent researcher and visiting professor with research interests in software quality and software process improvement, mathematical approaches to software quality, and the history of computing. He is the author of several Springer books including Concise Guide to Software Engineering, Mathematical Foundations of Software Engineering, and Ethical and Legal Aspects of Computing. 410 0$aComputer Science Series 606 $aComputers$xHistory 606 $aTechnology 606 $aHistory 606 $aScience$xHistory 606 $aHistory of Computing 606 $aHistory of Technology 606 $aHistory of Science 615 0$aComputers$xHistory. 615 0$aTechnology. 615 0$aHistory. 615 0$aScience$xHistory. 615 14$aHistory of Computing. 615 24$aHistory of Technology. 615 24$aHistory of Science. 676 $a004.09 700 $aO'Regan$b Gerard$0921504 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9911049088603321 996 $aA brief history of computing$92556487 997 $aUNINA