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

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Dades bibliogràfiques
Autor principal:	Grapentine, Terry
Format:	Electrònic eBook
Idioma:	anglès
Publicat:	[New York, N.Y.] (222 East 46th Street, New York, NY 10017) : Business Expert Press, 2012.
Edició:	1st ed.
Col·lecció:	2012 digital library. Marketing strategy collection.
Matèries:	Marketing > Management. Marketing > Decision making. marketing marketing management marketing strategy strategy critical thinking marketing research
Accés en línia:	An electronic book accessible through the World Wide Web; click to view
Etiquetes:	Afegir etiqueta Sense etiquetes, Sigues el primer a etiquetar aquest registre!

Taula de continguts:

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.

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