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Synopsis
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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About the Author
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.
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Simulated Test Marketing: Technology for Launching Successful New Products.
Seller: Brentwood Books, Kinnelon, NJ, U.S.A.
Seller rating 5 out of 5 stars
hardcover. Condition: Used, like new. Book and jacket are like new, perfect condition. Published by Lexington Books, 306pp. **We provide professional service and individual attention to your order, daily shipments, and sturdy packaging. Seller Inventory # 62101
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Simulated Test Marketing: Technology for Launching Successful New Products
Published by
Lexington Books, 1994
ISBN 10: 0029055059
ISBN 13: 9780029055052
Used
Hardcover
First Edition
Seller: Bayside Books of Maryland, IOBA, Sykesville, MD, U.S.A.
Seller rating 5 out of 5 stars
Hard Cover. Condition: As New. Dust Jacket Condition: As New. First Edition. 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.". Seller Inventory # 000300
Quantity: 1 available