Simulated Test Marketing - Technology for Launching Successful New Products (Paperback, New Edition)

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.

General

Imprint:	Lexington Books
Country of origin:	United States
Release date:	December 2002
First published:	December 2002
Authors:	Kevin J. Clancy • Peter C. Krieg • Marianne McGarry Wolf
Dimensions:	230 x 151 x 25mm (L x W x T)
Format:	Paperback
Pages:	320
Edition:	New Edition
ISBN-13:	978-0-7391-0425-5
Categories:	Books > Business & Economics > Economics > Econometrics > Economic statistics Books > Business & Economics > Business & management > Ownership & organization of enterprises > General Books > Business & Economics > Business & management > Sales & marketing > Market research
LSN:	0-7391-0425-X
Barcode:	9780739104255

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