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


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This second volume of Critical Thinking for Marketers expands your background knowledge of other areas of critical thinking that are making major contributions to both marketing as a social science and marketing as an applied science. Section I, Think Better, provides introductory discussions of ‧ Marketing as a science. ‧ The difference between correlation and causation. ‧ The meaning of what a “concept” is and why it is critical for marketers to develop good concept definitions (e.g., “What is customer satisfaction?”). ‧ Why the 18th century Scottish philosopher David Hume is relevant to marketers today. ‧ The impact that behavioral economics is having on how marketers do their job. Section II, Cognitive Biases and Their Importance, talks about recent discoveries in cognitive psychology and neuroscience that have relevance to marketers. You’ll learn that marketers need to be aware of their own cognitive biases and irrational thinking processes, which often lead to making bad decisions, and that the retail and business customers we market to are not as rational as we may think and hope they are. Finally, Section III, Conclusions, draws on both Volumes I and II to summarize the book’s primary messages with helpful hints on applying your new tools and making better marketing decisions. BEP is offering a bundle price for Volume 1 (Critical Thinking for Marketers, Volume I: Learn How to Think, Not What to Think) and Volume 2. 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(s)

David Dwight

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

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

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…

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Pub Date

December 5, 2016





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