This book was first published in 2004. Developments in strategic
thinking and econometric methods, alongside fundamental changes in
technology and in the nature of competition, argue the need for an
in-depth but accessible assessment of the Profit Impact of
Marketing Strategy's project. Here, Paul Farris and Michael Moore
gather together contributions from experts across the US and Europe
to offer a retrospective analysis alongside innovative perspectives
on future marketing strategy and performance assessment methods.
Appealing to scholars and reflective practitioners interested in
fostering practical knowledge about business innovation and
changes, this book not only explores ways of thinking about and
working with PIMS but also explores the unresolved issues arising
from the original data. As the business community renews its
attempts to recreate the kind of inter-firm cooperation that
produced the PIMS project, sharing many of the ideals, this volume
will broadly appeal.
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