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Simulated Test Marketing

Name: Simulated Test Marketing
Brand: Lexington Books
SKU: 04901814
Price: 27367 HUF
Availability: InStock
Author: Marianne McGarry Wolf
ISBN: 9780739104255

Technology for Launching Successful New Products

Marianne McGarry Wolf

Peter C. Krieg

Kevin J. Clancy

Language

English

Book Paperback

Libristo code: 04901814

Publishers Lexington Books, December 2002

Innovation remains an arduous and painful process for many companies, doing untold damage to brands,... Full description

Libristo code: 04901814

182 b

27 367 Ft

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Innovation remains an arduous and painful process for many companies, doing untold damage to brands, profitability, and careers. Some have used line extensions to mitigate risk, but all too often they have ended up extending the core brand into oblivion. Others have used test markets to help gauge opinion before a national rollout, only to have competitors snatch ideas and undermine results. Given the problems with conventional approaches, it's not surprising that 90% of new products and services fail. Market New Products Successfully is the definitive guidebook for using simulated test marketing (STM), a technology that can help companies dramatically improve the odds of introducing a successful new product or service. The book examines why STM is important, what the differences are between the major systems, how to do a simulation, and what insights it offers a marketing plan. It is the ultimate guidebook for any smart marketer looking to improve the financial outcome of the innovation process.