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Applying Scientific Reasoning to the Field of Marketing by Terry Grapentine

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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

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