Thomas C. Kinnear Livres

This very applied approach to the managerial use of marketing research is designed and organized by the steps in the marketing research process. Great care has been taken to deal with the technical aspects of marketing research in a manner that allows the reader to apply research procedures to real applications in a pragmatic, step-by-step, "here's how to do it" fashion. The revision contains 35 cases; 14 new to this edition. The changes to the Fifth Edition include the addition of substantial insights and examples on international marketing research. Major new illustrations entitled Global Marketing Research Dynamics appear throughout the text. Three marketing research databases available on a PC-disk, accompany each copy of the book and contain real results from actual marketing research studies and are all keyed to the major PC-based analysis SPSS-PC, SAS-PC, SYSTAT-PC, and MYSTAT-PC.

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.

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 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.