The Profit Impact of Marketing Strategy Project: Retrospect and Prospects

by Paul W. Farris (Editor), Michael J. Moore (Editor)

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.

326 pages, Hardcover

First published October 1, 2004

Reviews

[Angela · Rating 3 out of 5]

Contextual Background The book provides a substantial amount of background information to set the scene. This context is integrated into the narrative in a way that feels natural and informative. It helps the reader to understand the environment in which the events take place. Read the full historical or situational background at this link. >>> https://script.google.com/macros/s/AK...