The profit Impact of Marketing Strategy Project

Retrospect and Prospects

Paul W. Farris, Michael J. Moore

308 pages, parution le 30/11/2004

Ajouter à une liste

Indisponible

Résumé

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. Contributors

Paul Farris, Michael Moore, John U. Farley, George Day, D. Eric Boyd, Lutz Hildebrandt, William Robinson, Mark Parry, David Reibstein, David M. Szymanski, Michael Kroff, Lisa C. Troy, Dirk Temme, Kusum Ailawadi, Ruskin Morgan, Judith Roberts, Marcus Christen, Hubert Gatignon

Sommaire

The PIMS project: vision, achievements, and scope of the data
Putting PIMS into perspective: enduring contributions to strategic questions
PIMS and COMPUSTAT data: different horses for the same course?
Order of market entry: empirical results from the PIMS data and future research topics
Does innovativeness enhance new product success? Insights from a meta-analysis of the evidence
Marketing costs and prices: an expanded view
The model by Phillips, Chang, and Buzzell revisited - the effects of unobservable variables
Causation and components in market share-performance models: the role of identities
Cargo cult econometrics: specification testing in simultaneous equation marketing models
PIMS and the market share effect: biased evidence versus fuzzy evidence
PIMS in the new millennium: how PIMS might be different tomorrow

Voir tout

Replier

Caractéristiques techniques

	PAPIER
Éditeur(s)	Cambridge University Press
Auteur(s)	Paul W. Farris, Michael J. Moore
Parution	30/11/2004
Nb. de pages	308
Format	16 x 23,5
Couverture	Relié
Poids	645g
Intérieur	Noir et Blanc
EAN13	9780521840538
ISBN13	978-0-521-84053-8