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Applying Scientific Reasoning to the Field of Marketing by Terry Grapentine

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Chapter 3

Applying Scientific Reasoning to the Field of Marketing and Business

The Dow Chemical Story

An interview with Timothy D. Rey, Director, Advanced Analytics, Business Services, The Dow Chemical Company

There are three ironic twists to this interview. First, few organizations truly apply scientific reasoning to solving marketing and business problems. That’s a primary reason for my writing this book. Second, if you were to guess which companies are the most likely to do this, organizations such as Coca-Cola, General Mills, or Procter & Gamble might readily come to mind. You would think of companies with humongous advertising and marketing budgets—not a manufacturing company that sells primarily to other manufacturing companies to make ...

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