Critical Thinking for Marketers: Learn How to Think, Not What to Think - Couverture souple

Dwight, David; Grapentine, Terry; Soorholtz, David

Couverture souple

ISBN 10 : 1631571168 ISBN 13 : 9781631571169

Editeur : Business Expert Press, 2016

Synopsis

All marketing actions, whether preceded by formal or informal decision-making processes, are based on what philosophers call "arguments." An argument is a set of related statements comprising premises and a conclusion. Ideally, premises give an audience good reasons for accepting your argument's conclusion. In marketing, these "conclusions" are normative decisions about what an organization should do, for example, raise prices by five percent, add a new sales territory or, perhaps, change the marketing communications mix to invest more in digital and less in print. The premises are the rationale behind why the organization should take such actions. Critical Thinking for Marketers: Learn How to Think, Not What to Think provides information and guidelines on not only how to develop good arguments, but also what it means to develop a good argument. For example, the book describes two basic kinds of arguments-deductive and inductive-and how to examine whether such arguments are "good" or not. To do this, the book explains 60 logical fallacies-or errors in reasoning-that marketers should avoid. Additionally, the authors' several "Think Better" discussions examine how fields such as philosophy, behavioral economics, and marketing theory have informed the principles of critical thinking in marketing.

A propos du livre

À propos des auteurs

David Dwight has over 25 years of business experience. He has worked for a wide variety of companies, ranging in size from private equity-backed entrepreneurial ventures to Fortune 100 manufacturers.

Terry Grapentine is the author of Applying Scientific Reasoning to the Field of Marketing: Make Better Decisions (2012, Business Expert Press). At various times, he taught marketing, marketing research, and statistics courses at the university level.

David Soorholtz founded MarketSense, an agriculture marketing research and marketing consulting company in 1998. In 2015, David sold MarketSense to the Kleffmann Group, one of the world's largest agricultural marketing research companies. He is currently managing director for Kleffmann North America, Inc., d/b/a KG MarketSense.

Détails de l'édition

• Éditeur: Business Expert Press
• Date d'édition: 2016
• Langue: anglais
• ISBN 10: 1631571168
• ISBN 13: 9781631571169
• Reliure: Broché
• Nombre de pages: 184
• Coordonnées du fabricant: non disponible
• Personne responsable: Mare Nostrum Group B.V.; gpsr@mare-nostrum.co.uk; ; Doelen 72; Breda; 4831 GR; Pays-Bas