The Profit Impact of Marketing Strategy Project: Retrospect and Prospects

The Profit Impact of Marketing Strategy Project: Retrospect and Prospects

by Paul W. Farris
     
 

ISBN-10: 0521840538

ISBN-13: 9780521840538

Pub. Date: 09/15/2004

Publisher: Cambridge University Press

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

Overview

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.

Product Details

ISBN-13:
9780521840538
Publisher:
Cambridge University Press
Publication date:
09/15/2004
Pages:
326
Product dimensions:
5.98(w) x 8.98(h) x 1.10(d)

Table of Contents

Foreword Paul Farris and Michael Moore; 1. The PIMS: project vision, achievements and scope of the data Paul Farris with John U. Farley; 2. Putting PIMS into perspective: enduring contributions to strategic questions George Day; 3. PIMS and COMPUSTAT data: different horses for the same courses? D. Eric Boyd, Paul Farris, and Lutz Hildebrandt; 4. Order of market entry: empirical results from the PIMS data and future research topics William Robinson and Mark Parry; 5. Marketing costs and prices David Reibstein, D. Eric Boyd, and Paul Farris; 6. Does innovativeness enhance new product success?: insights from a meta-analysis of the evidence David M. Szymanski, Michael Kroff, and Lisa C. Troy; 7. The model by Phillips, Chang, and Buzzell revisited: the effects of unobservable variables Lutz Hildebrandt and Dirk Temme; 8. Causation and components in market share-performance models: the role of identities Kusum Ailawadi and Paul Farris; 9. Cargo cult econometrics: specification testing in simultaneous equations marketing models Michael Moore, Ruskin Morgan, and Judith Roberts; 10. PIMS and the market share effect: biased evidence versus fuzzy evidence Marcus Christen and Hubert Gatignon; 11. PIMS in the new millennium: How PIMS might be different tomorrow Paul Farris and Michael Moore.

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