The Profit Impact of Marketing Strategy Project by Farris, Paul W.; Moore, Michael J.;

Retrospect and Prospects

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A termék adatai:

Kiadó Cambridge University Press
Megjelenés dátuma 2004. november 4.

ISBN 9780521840538
Kötéstípus Keménykötés
Terjedelem326 oldal
Méret 229x152x19 mm
Súly 610 g
Nyelv angol

Kategóriák

Rövid leírás:

The contribution of the PIMS project explored in the context of developments in business.

Több

Hosszú leírás:

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.

"...a high-powered set of authors provide both important substantive lessons and implications for how to better address this critical topic." Professor Don Lehman, Columbia University and Tuck Graduate School of Business, Dartmouth; former Director of the Marketing Science Institute

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Tartalomjegyzék:

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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