TY - BOOK
T1 - The profit impact of marketing strategy project
T2 - Retrospect and prospects
AU - Farris, Paul W.
AU - Moore, Michael J.
N1 - Publisher Copyright:
© Cambridge University Press 2004 and 2009.
Copyright:
Copyright 2015 Elsevier B.V., All rights reserved.
PY - 2004/1/1
Y1 - 2004/1/1
N2 - 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.
AB - 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.
UR - http://www.scopus.com/inward/record.url?scp=84929265979&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=84929265979&partnerID=8YFLogxK
U2 - 10.1017/CBO9780511488726
DO - 10.1017/CBO9780511488726
M3 - Book
AN - SCOPUS:84929265979
SN - 0521840538
SN - 9780521840538
BT - The profit impact of marketing strategy project
PB - Cambridge University Press
ER -