Critical thinking for marketers : learn how to think, not what to think. Volume II
by
Dwight, David, author.
Title
:
Critical thinking for marketers : learn how to think, not what to think. Volume II
Author
:
Dwight, David, author.
ISBN
:
9781631576713
Personal Author
:
Dwight, David, author.
Edition
:
First edition.
Physical Description
:
1 online resource (82 pages)
Series
:
Marketing strategy collection,
Marketing strategy collection.
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.
Abstract
:
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.
Local Note
:
Electronic reproduction. Ann Arbor, MI : ProQuest, 2016. Available via World Wide Web. Access may be limited to ProQuest affiliated libraries.
Subject Term
:
Critical thinking.
Marketing.
Genre
:
Electronic books.
Added Author
:
Grapentine, Terry,
Soorholtz, David,
Electronic Access
:
Library | Material Type | Item Barcode | Shelf Number | Status |
---|
IYTE Library | E-Book | 2155726-1001 | BF441 .D8532 2017 | Ebrary E-Books |