Evaluating and Improving Argument-Centered Works in Marketing
提出用逻辑学分析技术来评估以论证为中心的营销研究，并通过示例展示这些技术的使用和价值。
Marketers have yet to adopt a standard repertoire of techniques with which they can critically evaluate argument-centered works. Certain analytical techniques of the logician are proposed for evaluating such works. The authors provide an example to illustrate the use and value of these techniques.