Chapter 2

Epistemology and Philosophy of Science

Why They are Useful for Marketing

Think.

—IBM founder Thomas J. Watson, Sr.’s one-word slogan for his company

Thinking is hard work, which is why you don’t see a lot of people doing it.

—Sue Grafton, U.S. mystery novelist

Thinking and Acting Scientifically

Scientific discoveries have enhanced and even saved our lives, and most discoveries were preceded by sound scientific reasoning. It’s true that some, such as the discovery of penicillin, the smallpox vaccine, and X-rays, occurred by chance, if not just plain dumb luck. But it took scientific tools such as the development of theories for these breakthroughs to achieve their true potential. For example, cell theory—the study of ...

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