The profit impact of marketing strategy project: Retrospect and prospects

Paul W. Farris, Michael J. Moore

Research output: Book/ReportBook

11 Scopus citations

Abstract

Continuing developments in strategic thinking, econometric methods, technology and competition make it necessary to revisit the ideals and achievements of the Profit Impact of Marketing Strategy (PIMS) project to explore unresolved issues and discover new potential. This book assesses PIMS' contribution to research and practice. New ways of thinking about, and working with, the strategy are offered, and the effectiveness of the original project is explored.

Original languageEnglish (US)
PublisherCambridge University Press
Number of pages307
ISBN (Electronic)9780511488726
ISBN (Print)0521840538, 9780521840538
DOIs
StatePublished - Jan 1 2004

ASJC Scopus subject areas

  • Business, Management and Accounting(all)

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