Ultimately, the value of studying the process of scientific explanation in a consumer context is that it enables marketers to improve the efficacy of their actions.
âGerald Zaltman, Christian R. A. Pinson, and Reinhard Anglemar
Congratulations on getting to Chapter 14! My compliment is heartfelt for the following reasons:
â¢ First, I love reading about epistemology, philosophy of science, and thinking about how to apply the lessons from these fields to the arena of marketing in which Iâve spent my entire professional life. I hope that some of my enthusiasm has rubbed off.
â¢ Second, as youâve discovered by now, applying scientific reasoning to the field of marketing is no âsilver bulletâ or âflavor-of-the-monthâ ...