Chapter 14

Your Journey

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.

—Gerald Zaltman, Christian R. A. Pinson, and Reinhard Anglemar

Congratulations on getting to Chapter 14! My compliment is heartfelt for the following reasons:

• 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 I’ve spent my entire professional life. I hope that some of my enthusiasm has rubbed off.

• Second, as you’ve discovered by now, applying scientific reasoning to the field of marketing is no “silver bullet” or “flavor-of-the-month” ...

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