MARC details
| 000 -LEADER |
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| fixed length control field |
04520nam a2200445 i 4500 |
| 001 - CONTROL NUMBER |
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| control field |
10617484 |
| 003 - CONTROL NUMBER IDENTIFIER |
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| control field |
CaPaEBR |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
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| control field |
20240726104616.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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| fixed length control field |
121023s2012 nyua foab 001 0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
9781606493687 |
| Qualifying information |
|
| 040 ## - CATALOGING SOURCE |
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| Original cataloging agency |
CaBNVSL |
| Language of cataloging |
eng |
| Description conventions |
rda |
| Transcribing agency |
CaBNVSL |
| Modifying agency |
CaBNVSL |
| 050 04 - LIBRARY OF CONGRESS CALL NUMBER |
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| Classification number |
HF5415 |
| Item number |
.A675 2012 |
| 100 1# - MAIN ENTRY--PERSONAL NAME |
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| Personal name |
Grapentine, Terry. |
| Relator term |
Author |
| 245 10 - TITLE STATEMENT |
|---|
| Title |
Applying scientific reasoning to the field of marketing |
| Remainder of title |
make better decisions / |
| Statement of responsibility, etc. |
Terry Grapentine. |
| 250 ## - EDITION STATEMENT |
|---|
| Edition statement |
first edition. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. |
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| Place of publication, distribution, etc. |
[New York, N.Y. (222 East 46th Street, New York, NY 10017) : |
| Name of publisher, distributor, etc. |
Business Expert Press, |
| Date of publication, distribution, etc. |
(c)2012. |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
1 electronic text (xiv, 244 pages) : |
| Other physical details |
illustrations, digital file. |
| 336 ## - CONTENT TYPE |
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| Content type term |
text |
| Content type code |
txt |
| Source |
rdacontent |
| 337 ## - MEDIA TYPE |
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| Media type term |
computer |
| Media type code |
c |
| Source |
rdamedia |
| 338 ## - CARRIER TYPE |
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| Carrier type term |
online resource |
| Carrier type code |
cr |
| Source |
rdacarrier |
| 347 ## - DIGITAL FILE CHARACTERISTICS |
|---|
| File type |
data file |
| Source |
rda |
| 490 1# - SERIES STATEMENT |
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| Series statement |
Marketing strategy collection, |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE |
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| Bibliography, etc. note |
Includes bibliographies and index. |
| 505 00 - FORMATTED CONTENTS NOTE |
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| Formatted contents note |
A personal observation -- |
| Title |
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. |
| 520 3# - SUMMARY, ETC. |
|---|
| Summary, etc. |
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. |
| 538 ## - SYSTEM DETAILS NOTE |
|---|
| System details note |
Mode of access: World Wide Web. |
| 538 ## - SYSTEM DETAILS NOTE |
|---|
| System details note |
System requirements: Adobe Acrobat reader. |
| 588 ## - SOURCE OF DESCRIPTION NOTE |
|---|
| Source of description note |
Title from PDF t.p. (viewed on October 23, 2012). |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Marketing |
| General subdivision |
Management. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Marketing |
| General subdivision |
Decision making. |
| 653 ## - INDEX TERM--UNCONTROLLED |
|---|
| Uncontrolled term |
marketing |
| 653 ## - INDEX TERM--UNCONTROLLED |
|---|
| Uncontrolled term |
marketing management |
| 653 ## - INDEX TERM--UNCONTROLLED |
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| Uncontrolled term |
marketing strategy |
| 653 ## - INDEX TERM--UNCONTROLLED |
|---|
| Uncontrolled term |
strategy |
| 653 ## - INDEX TERM--UNCONTROLLED |
|---|
| Uncontrolled term |
critical thinking |
| 653 ## - INDEX TERM--UNCONTROLLED |
|---|
| Uncontrolled term |
marketing research |
| 856 41 - ELECTRONIC LOCATION AND ACCESS |
|---|
| Uniform Resource Identifier |
<a href="https://go.openathens.net/redirector/ciu.edu?url=https://portal.igpublish.com/iglibrary/search/BEPB0000151.html">https://go.openathens.net/redirector/ciu.edu?url=https://portal.igpublish.com/iglibrary/search/BEPB0000151.html</a> |
| -- |
Click here to access this RESOURCE ONLINE | Login using your my.ciu username & password |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Koha item type |
|
| VENDOR |
Business Expert Press |
| Classification part |
HF5415.135 |
| PUBLICATION YEAR |
(c)2012 |
| LOCATION |
|
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Koha item type |
|
| VENDOR |
Business Expert Press |
| Classification part |
HF5415.135 |
| PUBLICATION YEAR |
(c)2012 |
| LOCATION |
|
| 902 ## - LOCAL DATA ELEMENT B, LDB (RLIN) |
|---|
| a |
1 |
| b |
Cynthia Snell |
| c |
1 |
| d |
Cynthia Snell |