Applying Scientific Reasoning to the Field of Marketing : Make Better Decisions
Grapentine, Terry2012
Book
Abstract: 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. Section 2 presents the necessary "thinking tools" you will need to apply scientific reasoning to solving your marketing problems. 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.
Author:
Imprint:
[New York, N.Y.] : Business Expert Pr, 2012.
Collation:
xiv, 244 p. : ill., ; 23 cm.
Series title:
Contents:
Contents: 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.
ISBN:
97816064936701606493671
Dewey class:
658.802
Language:
English
BRN:
73473
| Location | Collection | Call number | Status/Desc |
|---|---|---|---|
| Kathleen Syme Carlton | -Business and IT | BUSIN 658.802 GRAP | Available |