Marketing decisions often misfire when driven more by beliefs than by knowledge. Applying Scientific Reasoning to the Field of Marketing: Make Better Decisions guides readers on how to differentiate between the two and to think more clearly and correctly when making those decisions, thereby increasing organizational success. The book is based on the fields of epistemology—the study of how knowledge is created—and the philosophy of science—the study of what it means for a science to be called a science. The motivation behind the book is quite simple: Given that science is so successful, why shouldn’t marketers borrow thinking and reasoning skills from science and apply them to marketing? Indeed, why not? Section 1 lays the groundwork ...

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