The Profit Impact of Marketing Strategy Project Retrospect and Prospects |
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| Editor:
| Farris, Paul W.
Moore, Michael J. |
| ISBN: | 978-0-511-48872-6 |
| Publication Date: | Sep 2009 |
| Publisher: | Cambridge University Press
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| Book Format: | Digital (delivered electronically) |
| List Price: | USD $165.00 |
Book Description:
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The book assesses the contribution of the Profit Impact of Marketing Strategy project to research and practice, from its inception to the present day. Ways of thinking about and working with PIMS data are offered, linking PIMS to developments in strategy, econometrics, technology and competition.
The book assesses the contribution of the Profit Impact of Marketing Strategy project to research and practice, from its inception to the present day. Ways of thinking about and working with PIMS data are offered, linking PIMS to developments in strategy, econometrics, technology and competition.