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.

328 pages, Paperback

First published October 1, 2004