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Author Grapentine, Terry.
Title Applying scientific reasoning to the field of marketing [electronic resource] : make better decisions / Terry Grapentine.
Publication Info. [New York, N.Y.] (222 East 46th Street, New York, NY 10017) : Business Expert Press, 2012.
Edition 1st ed.
Location Call No. Status Notes
 Libraries Electronic Books  ELECTRONIC BOOKS-DDA    AVAIL. ONLINE
Description 1 online resource.
Series 2012 digital library.
Marketing strategy collection. 2150-9662
Note Title from PDF t.p. (viewed on October 23, 2012).
Part of: 2012 digital library.
Bibliography Includes bibliographical references (p. 231-238) and index.
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.
Reproduction Electronic reproduction. Perth, W.A. Available via World Wide Web.
Subject Marketing -- Management.
Marketing -- Decision making.
marketing
marketing management
marketing strategy
strategy
critical thinking
marketing research
Added Author Ebooks Corporation
Related To Print version: 9781606493670
ISBN 9781606493687 (electronic bk.)
160649368X (electronic bk.)
9781606493670 (pbk.)
Standard No. 10.4128/9781606493687 doi
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