The Profit Impact of Marketing Strategy Project

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.

Author: Paul W. Farris
Publisher: Cambridge University Press
Published: 01/10/2005
Pages: 326
Binding Type: Hardcover
Weight: 1.41lbs
Size: 9.28h x 8.24w x 0.99d
ISBN: 9780521840538