The Profit Impact of Marketing Strategy Project: Retrospect and Prospects Paul W. Farris, Michael J. Moore ebook pdf
ISBN: 0521840538, 9780511265648
"...a high-powered set of authors provide both important substantive lessons and implications for how to better address this critical topic." Professor Don Lehman, Columbia University and Tuck Graduate School of Business, Dartmouth; former Director of the Marketing Science Institute
"...required reading for anyone planning to carry on deep investigations of marketing's impact on company sales and profits." Phillip Kotler, Kellogg Graduate School of Management, Northwestern University
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.