Critical Thinking for Marketers, Volume I: Learn How to Think, Not What to Think

Critical Thinking for Marketers, Volume I: Learn How to Think, Not What to Think

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.

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About The Author

David Dwight

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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 skills, and his MBA provided perspective on how to use those skills on the business side of the house. David has worked for a wide variety of companies, ranging in size from private equity-backed entrepreneurial ventures to Fortune 100 manufacturers.

David Soorholtz

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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 MarketSense, a marketing research and marketing consulting company focused on agriculture. In 2015, David sold MarketSense to the Kleffmann Group, one of the world's largest agricultural marketing research companies. He is currently Managing Director for Kleffmann North America, Inc., d/b/a KG MarketSense.

Terry Grapentine

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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 a Fortune 500 company and taught marketing and marketing research at the university level. His more than 30 publications appear in a variety of industry magazines and journals and he speaks at various association conferences, including those sponsored by the American Marketing Association, the Marketing Research Association, the Advertising Research Foundation, and The Conference Board. Terry resides in Ankeny, Iowa, with his wife of 35 years. He is actively involved in cycling, marathon, and triathlon, having completed two Ironman events.