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The Profit Impact of Marketing Strategy Project

The Profit Impact of Marketing Strategy Project

The Profit Impact of Marketing Strategy Project

Retrospect and Prospects
Paul W. Farris , University of Virginia
Michael J. Moore , University of Virginia
November 2009
Available
Paperback
9780521123457

    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.

    • Latest research about PIMS which contains data from 3000 North American and European firms
    • Develops international perspectives on using PIMS data, including European developments
    • Covers costs, pricing, market entry, market share, variables, new product development, and assesses a variety of models

    Reviews & endorsements

    "...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

    See more reviews

    Product details

    November 2009
    Paperback
    9780521123457
    328 pages
    229 × 152 × 19 mm
    0.48kg
    Available

    Table of Contents

    • 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.
      Contributors
    • Paul Farris, Michael Moore, John U. Farley, George Day, D. Eric Boyd, Lutz Hildebrandt, William Robinson, Mark Parry, David Reibstein, David M. Szymanski, Michael Kroff, Lisa C. Troy, Dirk Temme, Kusum Ailawadi, Ruskin Morgan, Judith Roberts, Marcus Christen, Hubert Gatignon

    • Editors
    • Paul W. Farris , University of Virginia
    • Michael J. Moore , University of Virginia

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