The Profit Impact of Marketing Strategy Project: Retrospect and Prospects

by Edited by Paul W. Farris , Michael J. Moore

• ISBN13: 9780521123457
• ISBN10: 0521123453
• Edition: 1st
• Format: Paperback
• Copyright: 2009-11-19
• Publisher: Cambridge University Press

Summary

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.

Table of Contents

Foreword

The PIMS: project vision, achievements and scope of the data

Putting PIMS into perspective: enduring contributions to strategic questions

PIMS and COMPUSTAT data: different horses for the same courses?

Order of market entry: empirical results from the PIMS data and future research topics

Marketing costs and prices

Does innovativeness enhance new product success?: insights from a meta-analysis of the evidence

The model by Phillips, Chang, and Buzzell revisited: the effects of unobservable variables

Causation and components in market share-performance models: the role of identities

Cargo cult econometrics: specification testing in simultaneous equations marketing models

PIMS and the market share effect: biased evidence versus fuzzy evidence

PIMS in the new millennium: How PIMS might be different tomorrow

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