Critical Thinking for Marketers, Volume I - Dwight, David; Grapentine, Terry; Soorholtz, David
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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…mehr

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Produktbeschreibung
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.
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Autorenporträt
I was raised outside a small town in the northern part of Arkansas within the Ozark Mountains. I went through school in the town of Clinton Arkansas. I was brought up in a very hard working third generation roofing family. I am the middle child with an older brother and a younger sister. I was the first in my family to complete High School. Then I chose a career in the United States Military. Although we worked extremely hard, everyone in my family was taught honesty and discipline. After High School outside of Memphis Tennessee, I met Polly. We soon became a couple, and together we started a family and have one son, Jonathan. Now that years have passed, all of us kids have been successful in our lives and became productive members in our communities. After retiring from the Coast Guard, Polly and I returned to a small farming town in southeastern Arkansas. This is where we were blessed enough to help raise a beautiful little girl Annesly and her two twin brothers Hampton and Preston. Annesly was definitely a breath of fresh air being my first experience raising a little girl. Polly and I became like god parents and I became very moved by her. This is where my poetry writing would begin. I would write inspirational, birthday, and topic poems as if I had my own daughter. As Annesly grew older my poems would turn to other avenues such as life stories, love, and romance seen through my eyes usually towards my wife Polly with an added touch of imagination. I always try to give a prayer and thanksgiving in my writings. Hopefully I delivered a book of enjoyable, positive, emotional, loving, and romantic stories mixed with maybe a teardrop, laughter, and engaging moments of entertainment. My biggest joy would be with each purchase of my book, it would lead to several repeated hours of relaxing and exciting moments of reading.