Critical Thinking for Marketers, Volume I: Learn How to Think, Not What to Think - Paperbackby David Dwight (Author), Terry Grapentine (Author), David Soorholtz (Author) 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