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 5 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. This volume 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. BEP is offering a bundle price for Volume 1 and Volume 2 (Critical Thinking for Marketers, Volume II: Learn How to Think, Not What to Think). Buy both print copies for one low price of $60.00. Mention code GRADEC when you call (802)-846-9450 to place your order.
David Dwight has over 25 years of experience in product development, sales, marketing, and general management. His undergraduate degree in engineering formed the foundation for his critical thinking s…
Terry Grapentine has 35 years’ experience in the field of marketing. Most of his career has been spent as a marketing research consultant, but he also served as the director of consumer insights for …
David Soorholtz spent the first 16 years of his business career as a salesperson, brand manager/director, and licensing executive in the veterinary healthcare industry. In 1998, David founded MarketSe…
