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Profit impact of marketing strategy project : retrospect and prospects /
New 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...
| Clasificación: | Libro Electrónico |
|---|---|
| Otros Autores: | , , |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
New York :
Cambridge University Press,
2004.
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| Temas: | |
| Acceso en línea: | Texto completo |
Tabla de Contenidos:
- Introduction / Paul W. Farris and Michael J. Moore
- The PIMS project : vision, achievements, and scope of the data / Paul W. Farris with John U. Farley
- Putting PIMS into perspective : enduring contributions to strategic questions / George S. Day
- PIMS and COMPUSTAT data : different horses for the same course? / D. Eric Boyd, Paul W. Farris, and Lutz Hildebrandt
- Order of market entry : empirical results from the PIMS data and future research topics / William T. Robinson and Mark Parry
- Does innovativeness enhance new product success? Insights from a meta-analysis of the evidence / David M. Szymanski, Michael Kroff, and Lisa C. Troy
- Marketing costs and prices : an expanded view / David J. Reibstein, Yogesh Joshi, and Paul W. Farris
- The model by Phillips, Chang, and Buzzell revisited : the effects of unobservable variables / Lutz Hildebrandt and Dirk Temme
- Causation and components in market share-performance models : the role of identities / Kusum L. Ailawadi and Paul W. Farris
- Cargo cult econometrics : specification testing in simultaneous equation marketing models / Michael J. Moore, Ruskin Morgan, and Judith Roberts
- PIMS and the market share effect : biased evidence versus fuzzy evidence / Markus Christen and Hubert Gatignon
- PIMS in the new millennium : how PIMS might be different tomorrow / Paul W. Farris and Michael J. Moore with Keith Roberts.