Critical Thinking for Marketers, Volume II: Learn How to Think, Not What to Think
David Dwight, Terry Grapentine, David Soorholtz
Informasi Umum
Kode
20.21.875
Klasifikasi
153.4 - Psychology- Thought, thinking, reasoning, intuition, value, judgment
Jenis
Buku - Elektronik (E-Book)
Subjek
Thinking-creativity
No. Rak
Tel-U Gedung Manterawu Lantai 5 : Rak 5
Tel-U Purwokerto : Rak 3
Dilihat
94 kali
Informasi Lainnya
Abstraksi
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; and 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.
- BM62B4 - MARKETING MANAGEMENT
Koleksi & Sirkulasi
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Pengarang
| Nama | David Dwight, Terry Grapentine, David Soorholtz |
| Jenis | Perorangan |
| Penyunting | |
| Penerjemah |
Penerbit
| Nama | Business Expert Press |
| Kota | New York |
| Tahun | 2016 |
Sirkulasi
| Harga sewa | IDR 0,00 |
| Denda harian | IDR 0,00 |
| Jenis | Non-Sirkulasi |
