There’s a mighty big difference between good, sound reasons and reasons that sound good.
—Burton Hillis
Our Prescriptive Thesis
Bad decisions lead to marketing failures. And marketers deficient in critical thinking skills often make bad decisions. The purpose of our book is to improve your critical thinking skills so you make good marketing decisions.
We do this by first giving examples of poor ways of thinking—called logical fallacies—in a series of marketing vignettes. Then we describe how to recognize, avoid, and circumvent logical fallacies in your organizations. Additionally, we introduce you to a variety of topics related to critical thinking such as viewing marketing as a science, how cognitive biases affect judgment, ...
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