000			04947nam a2200589 i 4500
001			10617484
003			CaPaEBR
005			20241023114828.0
006			m eo d
007			cr cn |||m|||a
008			121023s2012 nyua foab 001 0 eng d
020			_a9781606493687 _qelectronic bk.
024	7		_a10.4128/9781606493687 _2doi
035			_a(OCoLC)814468830
035			_a(CaBNVSL)swl00401518
040			_aCaBNVSL _beng _erda _cCaBNVSL _dCaBNVSL
050		4	_aHF5415.135
100	1		_aGrapentine, Terry, _eauthor
245	1	0	_aApplying scientific reasoning to the field of marketing : _bmake better decisions / _cTerry Grapentine.
250			_a1st ed.
264		1	_a[New York, N.Y.] (222 East 46th Street, New York, NY 10017) : _bBusiness Expert Press, _c[(c)2012.]
300			_a1 electronic text (xiv, 244 pages) : _billustrations, digital file.
336			_atext _btxt _2rdacontent
337			_acomputer _bc _2rdamedia
338			_aonline resource _bcr _2rdacarrier
347			_adata file _2rda
490	1		_aMarketing strategy collection, _x2150-9662
500			_aPart of: 2012 digital library.
504			_aIncludes bibliographical references (pages 231-238) and index.
505	0		_aA personal observation -- _tAcknowledgments -- _tSection 1. Laying the groundwork -- _t1. Introduction -- _t2. Epistemology and philosophy of science: why they are useful for marketing -- _t3. Applying scientific reasoning to the field of marketing and business: the Dow Chemical story -- _t4. Barriers to scientific reasoning -- _t5. Worldviews: the lens that can distort reality -- _tSection 2. Thinking scientifically -- _t6. An introduction to scientific reasoning -- _t7. Attributes versus constructs -- _t8. Causation -- _t9. Coherence -- _t10. Logic: deduction, induction, and inference to the best explanation -- _t11. Arguments and logical fallacies -- _tSection 3. Developing theories -- _t12. Theory -- _t13. Creative thinking in theory development -- _t14. Your journey -- _t15. Additional readings -- _tNotes -- _tBibliography -- _tIndex.
506			_aAccess restricted to authorized users and institutions.
520	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.
530			_a2 _ub
530			_aAlso available in printing.
538			_aMode of access: World Wide Web.
538			_aSystem requirements: Adobe Acrobat reader.
588			_aTitle from PDF t.p. (viewed on October 23, 2012).
650		0	_aMarketing _xManagement.
650		0	_aMarketing _xDecision making.
653			_amarketing
653			_amarketing management
653			_amarketing strategy
653			_astrategy
653			_acritical thinking
653			_amarketing research
655		0	_a[genre]
776	0	8	_iPrint version: _z9781606493670
830		0	_a2012 digital library.
830		0	_aMarketing strategy collection. _x2150-9662
856	4	0	_uhttps://go.openathens.net/redirector/ciu.edu?url=https://portal.igpublish.com/iglibrary/search/BEPB0000151.html
942			_2lcc _bCIU _cOB _eBEP _QOL _zBEP10617484
999			_c72724 _d72724
902			_c1 _dCynthia Snell