ENGLISH

The Profit Impact of Marketing Strategy Project: Retrospect and Prospects

By Michael J. Moore , Paul W. Farris

Book information

Year
2005
ISBN
0521840538, 9780521840538, 9780511265648
LCC
HF5415.13 .P76 2004
Open Library ID
OL22612479M
Language
english
Format
PDF
Filesize
2 MB (1832997 bytes)
Pages
326\327
Topic
Business Marketing
Time added
2011-06-04 13:46:07

Description

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.

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