The Profit Impact of Marketing Strategy Project
Retrospect and Prospects
Published on 4. November 2004
Book
Hardback
326 pages
978-0-521-84053-8 (ISBN)
Description
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.
Reviews / Votes
"...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 UniversityMore details
Language
English
Place of publication
Cambridge
United Kingdom
Target group
Professional and scholarly
Dimensions
Height: 235 mm
Width: 157 mm
Thickness: 22 mm
Weight
624 gr
ISBN-13
978-0-521-84053-8 (9780521840538)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
Additional editions
Paul W. Farris | Michael J. Moore
The Profit Impact of Marketing Strategy Project
Retrospect and Prospects
Book
11/2009
Cambridge University Press
€49.40
Shipment within 15-20 days
Paul W. Farris | Michael J. Moore
The Profit Impact of Marketing Strategy Project
Retrospect and Prospects
E-Book
01/2007
1st Edition
Cambridge University Press
€27.99
Available for download
Persons
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.
Content
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.