商品簡介
A critical responsibility of marketing managers is to make normative and positive propositions about the organization’s marketing mix. Normative propositions entail what an organization should do such as what changes should be made to a product, how a marketing communications program should be structured, or how to more effectively work with a channel member. Positive propositions deal with what is true about an organization or the markets it serves such as “Our product is of lesser quality than our competitors,” “Our sales force is better than our competitors,” or, “Our advertising is effective.” Often, positive propositions are used to support normative propositions as in, “The size of our market is growing, therefore, we need to add more sales reps.”This book will help marketing managers to learn how to think more effectively in developing these propositions. In reality, this is a short course in “Epistemology 101” translated from the philosophy of science into the language of marketers
