Simulated Test Marketing: Technology for Launching Successful New Products

Clancy, Kevin J.; Shulman, Robert S.; Wolf, Marianne M.

ISBN 10: 0029055059 / ISBN 13: 9780029055052

Editore: Lexington Books, 1994

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Type: Review Copy As New, review copy with publisher's sheet laid in. 304 pp with chapter notes, bibliography and index. "[C]aptures in one volume everything an intelligent marketer needs to know about this powerful research technology: why it's important; what are the differences between simulated test marketing sytems; how to do a simple simulation; even the equations employed by researchers to make their forecasts.".

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Dati bibliografici

• Titolo: Simulated Test Marketing: Technology for Launching Successful New Products
• Editore: Lexington Books
• Data di pubblicazione: 1994
• Lingua: Inglese
• ISBN 10: 0029055059
• ISBN 13: 9780029055052
• Rilegatura: Hard Cover
• Edizione: First Edition.
• Condizione: As New
• Condizione della sovraccoperta: As New

Descrizione articolo

Riassunto

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.

Informazioni sull?autore

Kevin J. Clancy is Chairman and CEO of Copernicus Marketing Consulting. Peter C. Krieg is President and COO of Copernicus Marketing Consulting. Marianne McGarry Wolf is Professor of Agribusiness at California Polytechnic State University, San Luis Obispo.