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The Profit Impact of Marketing Strategy Project : Retrospect and Prospects

Moore, Michael J. Farris, Paul W.

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Leveringstid: 7-30 dager

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Omtale

The book assesses the contribution of the Profit Impact of Marketing Strategy project to research and practice, from its inception to the present day. Ways of thinking about and working with PIMS data are offered, linking PIMS to developments in strategy, econometrics, technology and competition.

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