The profit impact of marketing strategy project: Retrospect and prospects

Paul W. Farris; Michael J. Moore

doi:10.1017/CBO9780511488726

The profit impact of marketing strategy project: Retrospect and prospects

Paul W. Farris, Michael J. Moore

Strategy

Research output: Book/Report › Book

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 language	English (US)
Publisher	Cambridge University Press
Number of pages	307
ISBN (Electronic)	9780511488726
ISBN (Print)	0521840538, 9780521840538
DOIs	https://doi.org/10.1017/CBO9780511488726
Publication status	Published - Jan 1 2004

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ASJC Scopus subject areas

Business, Management and Accounting(all)

Cite this

Farris, P. W., & Moore, M. J. (2004). The profit impact of marketing strategy project: Retrospect and prospects. Cambridge University Press. https://doi.org/10.1017/CBO9780511488726

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Access to Document

10.1017/CBO9780511488726