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 that examine how fields such as philosophy, behavioral economics, and marketing theory have informed the principles of critical thinking in marketing.