The Profit Impact of Marketing Strategy Project: Retrospect and Prospects

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.

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.