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The Profit Impact of Marketing Strategy Project: Retrospect and Prospects
ISBN: 9780521123457 | 0521123453
Edition: 1stFormat: Paperback
Publisher: Cambridge University Press
Pub. Date: 11/19/2009
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The book assesses the contribution of the Profit Impact of Marketing Strategy project to research and practice, from its inception to the present day. Ways of thinking about and working with PIMS data are offered, linking PIMS to developments in strategy, econometrics, technology and competition.
This book assesses the contribution of the Profit Impact of Marketing Strategy project to research and practice throughout the project's life span. New ways of thinking about and working with PIMS are offered and the effec... MORE
This book assesses the contribution of the Profit Impact of Marketing Strategy project to research and practice throughout the project's life span. New ways of thinking about and working with PIMS are offered and the effec... MORE
| Foreword | |
| 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 courses? | |
| Order of market entry: empirical results from the PIMS data and future research topics | |
| Marketing costs and prices | |
| Does innovativeness enhance new product success?: insi... MORE | |
| 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 equations marketing models | |
| PIMS and the market share effect: biased evidence versus fuzzy evidence | |
| PIMS in the new millennium: How PIMS might be different tomorrow | |
| Table of Contents provided by Publisher. All Rights Reserved. |
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