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Books > Business & Economics > Business & management > Ownership & organization of enterprises
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Simulated Test Marketing - Technology for Launching Successful New Products (Paperback, New Edition)
Loot Price: R1,306
Discovery Miles 13 060
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Simulated Test Marketing - Technology for Launching Successful New Products (Paperback, New Edition)
Expected to ship within 12 - 17 working days
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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.
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