عنوان

Profit impact of marketing strategy project :

0511265646

0511488726

1280749687

9780511265648

9780511488726

9781280749681

0521840538

9780521840538

b719994

Profit impact of marketing strategy project :

[Book]

retrospect and prospects /

edited by Paul W. Farris and Michael J. Moore.

New York :

Cambridge University Press,

2004.

1 online resource (xvii, 307 pages)

Contains essays collected and published in honor of Robert D. Buzzell. The impetus for these papers and essays originates from a conference held in October 2002.

Includes bibliographical references and index.

Introduction / Paul W. Farris and Michael J. Moore -- The PIMS project : vision, achievements, and scope of the data / Paul W. Farris with John U. Farley -- Putting PIMS into perspective : enduring contributions to strategic questions / George S. Day -- PIMS and COMPUSTAT data : different horses for the same course? / D. Eric Boyd, Paul W. Farris, and Lutz Hildebrandt -- Order of market entry : empirical results from the PIMS data and future research topics / William T. Robinson and Mark Parry -- Does innovativeness enhance new product success? Insights from a meta-analysis of the evidence / David M. Szymanski, Michael Kroff, and Lisa C. Troy -- Marketing costs and prices : an expanded view / David J. Reibstein, Yogesh Joshi, and Paul W. Farris -- The model by Phillips, Chang, and Buzzell revisited : the effects of unobservable variables / Lutz Hildebrandt and Dirk Temme -- Causation and components in market share-performance models : the role of identities / Kusum L. Ailawadi and Paul W. Farris -- Cargo cult econometrics : specification testing in simultaneous equation marketing models / Michael J. Moore, Ruskin Morgan, and Judith Roberts -- PIMS and the market share effect : biased evidence versus fuzzy evidence / Markus Christen and Hubert Gatignon -- PIMS in the new millennium : how PIMS might be different tomorrow / Paul W. Farris and Michael J. Moore with Keith Roberts.

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New 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 new practical knowledge about business innovation and changes, this book not only explores new 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 timely volume will broadly appeal.

Profit impact of marketing strategy project.

9780521840538

Marketing-- Management.

Strategic planning.

Marketing-- Gestion.

Planification stratégique.

BUSINESS & ECONOMICS-- Green Business.

Marketing-- Management.

Marketing.

Strategic planning.

Strategisch management.

BUS-- 094000

KMP

Buzzell, Robert D., (Robert Dow),1933-

Farris, Paul W.

Moore, Michael J.,1953-

20201208115011.0

pn

[Book]

Y