Critical Thinking for Marketers, Volume II - Dwight, David; Grapentine, Terry; Soorholtz, David
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This second volume of Critical Thinking for Marketers expands your background knowledge of other areas of critical thinking that are making major contributions to both marketing as a social science and marketing as an applied science. Section I, Think Better, provides introductory discussions of - marketing as a science; the difference between correlation and causation; the meaning of what a "concept" is and why it is critical for marketers to develop good concept definitions (e.g., "What is customer satisfaction?"); why the 18th century Scottish philosopher David Hume is relevant to marketers…mehr

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Produktbeschreibung
This second volume of Critical Thinking for Marketers expands your background knowledge of other areas of critical thinking that are making major contributions to both marketing as a social science and marketing as an applied science. Section I, Think Better, provides introductory discussions of - marketing as a science; the difference between correlation and causation; the meaning of what a "concept" is and why it is critical for marketers to develop good concept definitions (e.g., "What is customer satisfaction?"); why the 18th century Scottish philosopher David Hume is relevant to marketers today; and the impact that behavioral economics is having on how marketers do their job. Section II, Cognitive Biases and Their Importance, talks about recent discoveries in cognitive psychology and neuroscience that have relevance to marketers. You'll learn that marketers need to be aware of their own cognitive biases and irrational thinking processes, which often lead to making bad decisions, and that the retail and business customers we market to are not as rational as we may think and hope they are. Finally, Section III, Conclusions, draws on both Volumes I and II to summarize the book's primary messages with helpful hints on applying your new tools and making better marketing decisions.
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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.