Thomas C. Kinnear Books

A marketing case book for use where Harvard length cases are not appropriate. Each case is designed to fit into a specific section of a course in Marketing Management. A typical case length is 15-30 pages.

This applied approach to the management use of marketing research is organized according to the steps in the marketing research process. The changes to the fourth edition include expanded coverage of CIS, coverage of careers in marketing research, more real-world examples and a new software supplement with data on real marketing research studies.

This text explores the development of a promotional program for a business or non-profit enterprise from a managerial perspective with a solid foundation in communication and communication behaviour theory.

The book takes an innovative approach to promotional strategy and focuses on the integration of the entire promotion mix, not just advertising. As with prior editions, this edition is built on a solid behavioral foundation. The authors' conviction is that advertising, trade promotion, consumer promotion, personal selling, direct marketing, public relations and publicity, and corporate advertising are all component parts of one integrated promotional mix. Today, most other authors and marketing practitioners also advocate this integrated marketing communication approach. The book presents numerous practical, real-world examples, illustration, advertisements and cases and has been thoroughly updated and expanded to include topics of greatest importance to today's students and marketing practitioners. A thorough discussion of the Internet for advertising and direct marketing is presented and media promotion and utilization statistics have been updated through 1999.