The Profit Impact of Marketing Strategy Project: Retrospect and Prospects

Paul Farris

ISBN 10: 0521123453 / ISBN 13: 9780521123457

Published by Cambridge University Press 2009-11-19, 2009

About this Item

Seller Inventory # 6666-IUK-9780521123457

Bibliographic Details

• Title: The Profit Impact of Marketing Strategy Project: Retrospect and Prospects
• Publisher: Cambridge University Press 2009-11-19
• Publication Date: 2009
• Language: English
• ISBN 10: 0521123453
• ISBN 13: 9780521123457
• Binding: Paperback
• Condition: New

About this title

Synopsis

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.

Book Description

This book assesses the contribution of the Profit Impact of Marketing Strategy project to research and practice throughout the project's life span. New ways of thinking about and working with PIMS are offered and the effectiveness of the original project is explored. Continuing developments in strategic thinking, econometric methods, technology and competition make it necessary to revisit the ideals and achievements of PIMS, exploring unresolved issues arising from the original data and discovering new potential in this long-established marketing tool.