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The Profit Impact of Marketing Strategy Project

The Profit Impact of Marketing Strategy Project

Hardcover

Business GeneralManagementMarketing

ISBN10: 0521840538
ISBN13: 9780521840538
Publisher: Cambridge University Press
Published: Nov 4 2004
Pages: 326
Weight: 1.41
Height: 0.99 Width: 8.24 Depth: 9.28
Language: English
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.

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