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The Profit Impact of Marketing Strategy Project : Retrospect and Prospects - Paul W. Farris

The Profit Impact of Marketing Strategy Project

Retrospect and Prospects

By: Paul W. Farris (Editor), Michael J. Moore (Editor)

Hardcover

Published: 10th January 2005
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New developments in strategic thinking and econometric methods, alongside fundamental changes in technology and in the nature of competition argue the need for an in-depth but accessible assessment of the Profit Impact of Marketing Strategy's project. Here, Paul Farris and Michael Moore gather together contributions from experts across the US and Europe to offer a retrospective analysis alongside innovative perspectives on future marketing strategy and performance assessment methods. Appealing to scholars and reflective practitioners interested in fostering new practical knowledge about business innovation and changes, this book not only explores new ways of thinking about and working with PIMS but also explores the unresolved issues arising from the original data. As the business community renews its attempts to recreate the kind of inter-firm cooperation that produced the PIMS project, sharing many of the ideals, this timely volume will broadly appeal.

"...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

Foreword
The PIMS: project vision, achievements and scope of the data
Putting PIMS into perspective: enduring contributions to strategic questions
PIMS and COMPUSTAT data: different horses for the same courses?
Order of market entry: empirical results from the PIMS data and future research topics
Marketing costs and prices David Reibstein
Does innovativeness enhance new product success?: insights from a meta-analysis of the evidence
The model by Phillips, Chang, and Buzzell revisited: the effects of unobservable variables
Causation and components in market share-performance models: the role of identities
Cargo cult econometrics: specification testing in simultaneous equations marketing models
PIMS and the market share effect: biased evidence versus fuzzy evidence
PIMS in the new millennium: How PIMS might be different tomorrow
Table of Contents provided by Publisher. All Rights Reserved.

ISBN: 9780521840538
ISBN-10: 0521840538
Audience: Professional
Format: Hardcover
Language: English
Number Of Pages: 326
Published: 10th January 2005
Publisher: Cambridge University Press
Country of Publication: GB
Dimensions (cm): 22.9 x 15.2  x 1.9
Weight (kg): 0.61