Critical thinking for marketers : learn how to think, not what to think. Volume II / David Dwight, Terry Grapentine, and David Soorholtz.

Format:

Book

Author/Creator:

Dwight, David, author.

Grapentine, Terry, author.

Soorholtz, David, author.

Series:

Marketing strategy collection. 2150-9662

Marketing strategy collection, 2150-9662

Language:

English

Subjects (All):

Critical thinking.

Marketing.

Physical Description:

1 online resource (82 pages)

Edition:

First edition.

Place of Publication:

New York, New York (222 East 46th Street, New York, NY 10017) : Business Expert Press, 2017.

Summary:

Volume II expands your background knowledge of other areas of critical thinking that are making major contributions to both marketing as a social science (what professors do) and marketing as an applied science (what you as real-world marketers do). This background knowledge should give you a better appreciation for how knowledge is created in marketing. Having a basic understanding of selected concepts in the fields of behavioral economics and cognitive science are vital to improving the quality of marketing decisions and recommendations you make on a daily basis. This volume is divided into three major sections: Think Better, Cognitive Biases and Their Importance, and Conclusions.

Contents:

Section I. Think better

1. Introduction

2. Marketing as a science

3. Correlation and causation

4. What is a concept?

5. David Hume

6. The double jeopardy law

7. Behavioral economics

8. The five whys

Section II. Cognitive biases and their importance

9. Introduction

10. What they are and why they're important

11. Science: a tool for reducing the systematic errors caused by cognitive biases

12. What makes science special

13. Confirmation bias and the evolution of reason

14. Epistemic humility

Section III. Conclusions

15. Summary

16. Additional readings

Notes

References

Index.

Notes:

Includes bibliographical references (pages 73-80) and index.

Title from PDF title page (viewed on December 17, 2016).

ISBN:

9781631576713

1631576712

OCLC:

966479023