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The Profit Impact of Marketing Strategy Project: Retrospect and Prospects


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#3406201 in eBooks 2004-11-04 2004-11-04File Name: B001GS6UHWThis 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 perfor...

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