The Profit Impact of Marketing Strategy Project: Retrospect and Prospects - Softcover

Farris, Paul

Softcover

ISBN 10: 0521123453 ISBN 13: 9780521123457

Verlag: Cambridge University Press, 2009

Inhaltsangabe

The book assesses the contribution of the Profit Impact of Marketing Strategy project to research and practice, from its inception to the present day. Ways of thinking about and working with PIMS data are offered, linking PIMS to developments in strategy, econometrics, technology and competition.

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Críticas:

"...a high-powered set of authors provide both important substantive lessons and implications for how to better address this critical topic." Professor Don Lehman, Columbia University and Tuck Graduate School of Business, Dartmouth; former Director of the Marketing Science Institute

"...required reading for anyone planning to carry on deep investigations of marketing's impact on company sales and profits." Phillip Kotler, Kellogg Graduate School of Management, Northwestern University

Reseña del editor:

This book was first published in 2004. Developments in strategic thinking and econometric methods, alongside fundamental changes in technology and in the nature of competition, argue the need for an in-depth but accessible assessment of the Profit Impact of Marketing Strategy's project. Here, Paul Farris and Michael Moore gather together contributions from experts across the US and Europe to offer a retrospective analysis alongside innovative perspectives on future marketing strategy and performance assessment methods. Appealing to scholars and reflective practitioners interested in fostering practical knowledge about business innovation and changes, this book not only explores ways of thinking about and working with PIMS but also explores the unresolved issues arising from the original data. As the business community renews its attempts to recreate the kind of inter-firm cooperation that produced the PIMS project, sharing many of the ideals, this volume will broadly appeal.

Über diese Auflage

• Verlag: Cambridge University Press
• Erscheinungsdatum: 2009
• ISBN 10: 0521123453
• ISBN 13: 9780521123457
• Einband: Tapa blanda
• Auflage: 1
• Anzahl der Seiten: 328