Applying scientific reasoning to the field of marketing make better decisions /

Сохранить в:

Библиографические подробности
Главный автор:	Grapentine, Terry
Формат:	Электронный ресурс eКнига
Язык:	английский
Опубликовано:	[New York, N.Y.] (222 East 46th Street, New York, NY 10017) : Business Expert Press, 2012.
Редактирование:	1st ed.
Серии:	2012 digital library. Marketing strategy collection.
Предметы:	Marketing > Management. Marketing > Decision making. marketing marketing management marketing strategy strategy critical thinking marketing research
Online-ссылка:	An electronic book accessible through the World Wide Web; click to view
Метки:	Добавить метку Нет меток, Требуется 1-ая метка записи!

Оглавление:

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.

Схожие документы