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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 ...more
Hardcover, 307 pages
Published February 4th 2015 by Cambridge University Press
(first published October 1st 2004)
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