How to Think, Not What to Think.

The article focuses on the groundwork to help "Marketing Management" readers understand why and how selected principles from philosophy of science can enhance effectiveness of decision-making. It mentions examples on how to use scientific reasoning to decision-making from the book, such as the difference between "constructs" and "attributes," the concept of coherence, and creating strong marketing propositions. It states that marketing strategies are based on decision makers' beliefs on their markets and coherence theory of empirical justification can help. It adds that two needed proficiencies for translating information to effective marketing decisions, the use of critical thinking skills and approaching decision making more like a scientist.