The Profit Impact of Marketing Strategy Project: Retrospect and Prospects
ISBN: 0521840538
Category: Study
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Paul W. Farris, Michael J. Moore "The Profit Impact of Marketing Strategy Project: Retrospect and Prospects"
Cambridge University Press | 2005-01-10 | ISBN: 0521840538 | 326 pages | PDF | 1.1 MB
Cambridge University Press | 2005-01-10 | ISBN: 0521840538 | 326 pages | PDF | 1.1 MB
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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