Applying Scientific Reasoning to the Field of Marketing

Contents

A Personal Observation
Acknowledgments
Section 1	Laying the Groundwork
Chapter 1	Introduction
Chapter 2	Epistemology and Philosophy of Science: Why They are Useful for Marketing
Chapter 3	Applying Scientific Reasoning to the Field of Marketing and Business: The Dow Chemical Story
Chapter 4	Barriers to Scientific Reasoning
Chapter 5	Worldviews: The Lens that Can Distort Reality
Section 2	Thinking Scientifically
Chapter 6	An Introduction to Scientific Reasoning
Chapter 7	Attributes Versus Constructs
Chapter 8	Causation
Chapter 9	Coherence
Chapter 10	Logic: Deduction, Induction, and Inference to the Best Explanation
Chapter 11	Arguments and Logical Fallacies
Section 3	Developing Theories
Chapter 12