Overview
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.
- | Author: Paul W. Farris
- | Publisher: Cambridge University Press
- | Publication Date: Nov 19, 2009
- | Number of Pages: 328 pages
- | Binding: Paperback or Softback
- | ISBN-10: 0521123453
- | ISBN-13: 9780521123457
