THOMAS C. KINNEAR is Eugene Applebaum Professor of Entrepreneurial Studies & Professor of Marketing, Ross School of Business, University of Michigan, where he is also Executive Director of the Samuel Zell and Robert H. Lurie Institute for Entrepreneurial Studies. He holds an undergraduate and honorary LLD degree from Queen�s University, Kingston, Ontario; an M.B.A. from Harvard University; and a Ph.D. in Business Administration from The University of Michigan.He previously held a faculty appointment at the University of Western Ontario and visiting appointments at Harvard University, Stanford University, and the European Management Institute (INSEAD) at Fontainebleau, France. His teaching… and research interests are in the areas of marketing planning and marketing research. His research activity has resulted in publications in numerous scholarly journals, including the Journal of Marketing, Journal of Marketing Research, the Journal of Consumer Research, the Journal of Public Policy and Marketing, and the Journal of Business Research. He is former editor of the Journal of Marketing and founding editor of the Journal of Public Policy and Marketing.He is coauthor of Principles of Marketing (4th edition, Scott Foresman, 1995), Marketing Research: An Applied Approach (5th edition, McGraw-Hill, 1996), Promotional Strategy (9th edition, Pinnaflex, 2000), Cases in Marketing Manage�ment (6th edition, McGraw Hill-Irwin, 1994), and simulations StratSimMarketing and PharmaSim (Interpretive Simulations, 2006).