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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Bibliographic Details

Title: Simulated Test Marketing: Technology for Launching Successful New Products
Publisher: Lexington Books
Publication Date: 1994
Language: English
ISBN 10: 0029055059
ISBN 13: 9780029055052
Binding: Hard Cover
Edition: First Edition.
Condition: As New
Dust Jacket Condition: As New

About this title

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.

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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I PREFER PAYMENT VIA PAYPAL, but will accept credit cards through ABE, or by check or money order made out to Timothy Doyle. All items ship carefully packaged in a sturdy box, unless otherwise specified. Full refunds will be made to the purchaser of any misrepresented material if returned material is received back in the same condition as shipped out. For returns for reasons other than misrepresented material, postage will be paid by the customer. IMPORTANT: Maryland residents will be charged 5%...

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