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 five 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 action…
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Produktdetails
Weitere Autoren: Grapentine, Terry / Soorholtz, David
- ISBN: 978-1-63157-116-9
- EAN: 9781631571169
- Produktnummer: 21988819
- Verlag: Business Expert Press
- Sprache: Englisch
- Erscheinungsjahr: 2016
- Seitenangabe: 196 S.
- Masse: H22.9 cm x B15.2 cm x D1.0 cm 293 g
- Abbildungen: Paperback
- Gewicht: 293
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