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The Profit Impact of Marketing Strategy Project
Retrospect and Prospects

$37.99 (C)

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
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  • Date Published: November 2009
  • availability: Available
  • format: Paperback
  • isbn: 9780521123457

$ 37.99 (C)
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About the Authors
  • 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.

    • 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
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    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

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    Product details

    • Date Published: November 2009
    • format: Paperback
    • isbn: 9780521123457
    • length: 328 pages
    • dimensions: 229 x 152 x 19 mm
    • weight: 0.48kg
    • availability: 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.

  • Editors

    Paul W. Farris, University of Virginia

    Michael J. Moore, University of Virginia

    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

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