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Informationen zum Autor Paul Farris is the Landmark Communications Professor of Business at the University of Virginia's Darden Graduate School of Business Administration. Michael Moore is the Bank of America Research Professor at the Darden School of Business and Professor of Health Evaluation Sciences at the School of Medicine! University of Virginia. He is also a Managing Director at Huron Consulting Group! and National Practice Director of the Economic Litigation and Consulting practice. Klappentext The contribution of the PIMS project explored in the context of developments in business. Zusammenfassung 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. Inhaltsverzeichnis 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....
