Applying scientific reasoning to the field of marketing make better decisions /
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| Hlavní autor: | |
|---|---|
| Médium: | Elektronický zdroj E-kniha |
| Jazyk: | angličtina |
| Vydáno: |
[New York, N.Y.] (222 East 46th Street, New York, NY 10017) :
Business Expert Press,
2012.
|
| Vydání: | 1st ed. |
| Edice: | 2012 digital library.
Marketing strategy collection. |
| Témata: | |
| On-line přístup: | An electronic book accessible through the World Wide Web; click to view |
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Obsah:
- 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.