Applying scientific reasoning to the field of marketing make better decisions /
Zapisane w:
| 1. autor: | |
|---|---|
| Format: | Elektroniczne E-book |
| Język: | angielski |
| Wydane: |
[New York, N.Y.] (222 East 46th Street, New York, NY 10017) :
Business Expert Press,
2012.
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| Wydanie: | 1st ed. |
| Seria: | 2012 digital library.
Marketing strategy collection. |
| Hasła przedmiotowe: | |
| Dostęp online: | An electronic book accessible through the World Wide Web; click to view |
| Etykiety: |
Nie ma etykietki, Dołącz pierwszą etykiete!
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Spis treści:
- 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.