Profit Impact on Marketing Strategy and Brand Management: Methodological Perspectives

Profit Impact on Marketing Strategy and Brand Management: Methodological Perspectives

Dr. Rajagopal (Monterrey Institute of Technology and Higher Education ITESM, Mexico) and Amritanshu Rajagopal (Dentalia, Mexico)
DOI: 10.4018/978-1-60566-248-0.ch014
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Abstract

In developing strategy, both corporate and business unit management need to be able to realistically appraise the level of performance that should be expected for a given business, and to be clear as to what factors explain variations in performance between businesses, and within a business over time. Important guidelines that help address these questions have been developed from the Profit Impact of Market Strategy (PIMS) program1.

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