The 1988 AMA Educators’ Proceedings: Efficiency and Effectiveness in Marketing is a collection of papers edited by Gary Frazier, Charles Ingene, David Aaker, Avijit Ghosh, Tom Kinnear, Sidney Levy, Richard Staelin, and John Summers. The papers are a product of some eminent academic marketers with deep knowledge in efficient and effective marketing. The papers are consolidated into six tracks – Marketing Strategy, Buyer Behavior, Marketing Education, Marketing Management, Public Policy, and Research Methods. This volume also contains the papers presented at six special sessions on diversified topics such as in-store information search in retail marketing, the future of post-positivist methods in marketing, and American-European perspectives in the buyer-seller relationship.
Thomas C. Kinnear
Dr. Thomas C. Kinnear is the Eugene Applebaum Professor of Entrepreneurial Studies, Executive Director of the Samuel Zell and Robert H. Lurie Institute for Entrepreneurial Studies, and Professor of Marketing at the University of Michigan Business School. He was formally Senior Associate Dean of the Business School and former Vice President for Development and Executive Officer for the University.
Dr. Kinnear earned his PhD in business administration from the same university. He is also a management alumnus of Harvard University. His teaching and research interests are in the areas of entrepreneurial studies, strategic marketing planning, marketing and public policy, and market-based management. His research papers were published in numerous marketing and business journals. He has co-authored and edited several marketing literature.
The 1988 Survey of Marketing Research was edited by Thomas C. Kinnear and Ann R. Root. This work is the eighth report in the series, Marketing Research and Industry, co-sponsored by the American Marketing Association and the National Association of Manufacturers. The report contains periodical reviews on departmental organization, functions served by marketing research departments, departmental budgets, and compensation levels of staff personnel. Research in the area of corporate responsibility, a more detailed analysis of compensation levels of men and women working in marketing research, and titles of Marketing Heads are featured as questions.
Ecological Marketing was edited by Karl E. Henion, II and Thomas C. Kinnear. This work presents edited versions of papers presented at the First National Workshop on the same topic in 1975. These papers were presented by practicing business executives, university researchers, and a Federal Administration official. They provide state-of-the-art information on the role of business, government, and consumers in dealing with the ecological problems that society faces.
The Changing Marketing Environment: New Theories and Applications, 1981 Educators’ Conference Proceedings
The Changing Marketing Environment: New Theories and Applications is a collection of proceedings edited by Kenneth L. Bernhardt, Ira Dolich, Michael Etzel, William Kehoe, Thomas Kinnear, William Perreault, Jr., and Kenneth Roering. The volume contains 121 papers presented at 1981 Educators Conference. The papers are classified into 5 tracks: marketing management, buyer behavior, public policy, research methodology, and marketing education.
The Marketing Management Track contains papers reviewing the several aspects of marketing management with respect to the 1980s scenario. This includes subjects such as social marketing, usage of technology in marketing, product strategy, international marketing management, and retail marketing strategy.
The Buyer Behavior Track papers attempt to understand and review the behavior of consumers, their attitude and intention, the influence of family in decision making, brand preference, and consumer satisfaction as well as peer and group influence on consumers.
The Public Policy Track discusses the effectiveness and impact of using advertising and marketing to propagate public services. This also includes adhering rules laid by the government for such marketing practices. Topics cover issues such as advertising legal and medical services, energy conservation propaganda, elections and campaign finance, and influence of deceptive advertisements.
The Research Methodology Track reviews some popular marketing research models of the 1980s. The effect and scope of improvement in these models when used in micro-segment analysis, consumer preference analysis, time series analysis and competitive analysis are elaborated. The effectiveness of data collection methods such as mail surveys, telephonic surveys, personal data collection, and issues related to privacy and anonymity are also presented.
The Marketing Education Track contains papers relating to the academic side of marketing. These papers evaluate the educational practice and curriculum of the 1980s, and suggest the improvisation in terms of course content and teaching methods. The papers aim at infusing some intellectual medicine for tired professional blood.
The Conserver Society was edited by Karl E. Henion, II and Thomas C. Kinnear. This work contains 18 papers presented by eminent academics, government conservation specialists, and business leaders from Canada and the United States. These papers provide marketing personnel an insight on ecological marketing by providing an outlook on the conserver society, its consumers, their attitudes, the government regulation, new horizons in marketing such as recycling, energy conservation, energy generation from waste, and resource management.