Book description
All marketing actions, whether preceded by formal or informal decision-making processes, are based on what philosophers call “arguments.” An argument is a set of related statements comprising premises and a conclusion. Ideally, premises give an audience good reasons for accepting your argument’s conclusion. In marketing, these “conclusions” are normative decisions about what an organization should do, for example, raise prices by five percent, add a new sales territory or, perhaps, change the marketing communications mix to invest more in digital and less in print. The premises are the rationale behind why the organization should take such actions. Critical Thinking for Marketers: Learn How to Think, Not What to Think provides information and guidelines on not only how to develop good arguments, but also what it means to develop a good argument. For example, the book describes two basic kinds of arguments—deductive and inductive—and how to examine whether such arguments are “good” or not. To do this, the book explains 60 logical fallacies—or errors in reasoning—that marketers should avoid. Additionally, the authors’ several “Think Better” discussions examine how fields such as philosophy, behavioral economics, and marketing theory have informed the principles of critical thinking in marketing.
Table of contents
- Cover
- Title
- Copyright
- Acknowledgments
- Section I: Basic Concepts
-
Section II: Informal and Formal Logical Fallacies
- Chapter 4. Formal Logical Fallacies in Marketing: Introduction
-
Chapter 5. Informal Logical Fallacies in Marketing: Introduction
- Ad Hoc Rescue
- Ad Hominem: Personal Attack
- Against Self-Confidence
- Alleged Certainty
- Ambiguity
- Appeal to Accomplishment
- Appeal to Authority
- Appeal to Common Belief
- Appeal to Consequences
- Appeal to Desperation
- Appeal to Emotion
- Appeal to Extremes
- Appeal to Faith
- Appeal to Fear
- Appeal to Novelty
- Appeal to Popularity
- Appeal to Possibility
- Appeal to Ridicule
- Appeal to the Moon
- Appeal to Tradition
- Argument by Gibberish
- Argument to Moderation
- Biased Sample
- Causal Oversimplification
- Conflict of Interest
- Counterfactual Fallacy
- “E” for Effort
- False Dilemma
- False Precision
- Faulty Comparison
- Generalization
- Guilt by Association
- Hasty Generalization
- Hypnotic Bait and Switch
- Inflation of Conflict
- Logical Inconsistency
- Lying with Statistics
- Misleading Vividness
- Nirvana
- No True Scotsman
- Non Sequitur
- Poisoning the Well
- Prejudicial Language
- Proof by Intimidation
- Red Herring
- Regression to the Mean
- Relative Privation
- Scapegoating
- Selective Attention
- Slippery Slope
- Special Pleading
- The General Rule
- The Ludic Fallacy
- Strawman
- Note
- References
- Index
- Adpage
Product information
- Title: Critical Thinking for Marketers, Volume I
- Author(s):
- Release date: December 2016
- Publisher(s): Business Expert Press
- ISBN: 9781631571176
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