Profit Impact of Marketing Strategy Project Retrospect and Prospects

Heftet / 2009 / Engelsk

Produktdetaljer

ISBN13
9780521123457
Publisert
2009
Utgiver
Vendor
Cambridge University Press
Aldersnivå
06, P
Språk
Product language
Engelsk
Format
Product format
Heftet
Sider
328
Vekt
480 gr
Høyde
229 mm
Bredde
152 mm
Tykkelse
19 mm
Se alle

Profit Impact of Marketing Strategy Project Retrospect and Prospects

Heftet / 2009 / Engelsk
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.
Les mer
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.
Les mer
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.
Les mer
"...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"...required reading for anyone planning to carry on deep investigations of marketing's impact on company sales and profits." Phillip Kotler, Kellogg Graduate School of Management, Northwestern University
Les mer
The contribution of the PIMS project explored in the context of developments in business.
Paul Farris is the Landmark Communications Professor of Business at the University of Virginia's Darden Graduate School of Business Administration. Michael Moore is the Bank of America Research Professor at the Darden School of Business and Professor of Health Evaluation Sciences at the School of Medicine, University of Virginia. He is also a Managing Director at Huron Consulting Group, and National Practice Director of the Economic Litigation and Consulting practice.
Les mer
Nettpris:
361,-
Levering 3-20 dager

Produktdetaljer

ISBN13
9780521123457
Publisert
2009
Utgiver
Vendor
Cambridge University Press
Aldersnivå
06, P
Språk
Product language
Engelsk
Format
Product format
Heftet
Sider
328
Vekt
480 gr
Høyde
229 mm
Bredde
152 mm
Tykkelse
19 mm
Se alle