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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...
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.
Review
A great book! This book is accessible and will be of interest to the person wanting mostly the big picture, who will marvel at the plethora of real-world examples; the person wanting a higher level of detail, who will enjoy the history of the developmentof STM and its key differences from traditional test marketing; and finally, to the person who wants to really spend a lot of time inside...
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- PublisherLexington Books
- Publication date1998
- ISBN 10 0029055059
- ISBN 13 9780029055052
- BindingHardcover
- LanguageEnglish
- Number of pages306
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Simulated Test Marketing: Technology for Launching Successful New Products
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Simulated Test Marketing: Technology for Launching Successful New Products
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Condition: good. Supports Goodwill of Silicon Valley job training programs. The cover and pages are in Good condition! Any other included accessories are also in Good condition showing use. Use can include some highlighting and writing, page and cover creases as well as other types visible wear. Seller Inventory # GWSVV.0029055059.G
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Simulated Test Marketing: Technology for Launching Successful New Products.
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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
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Lexington Books, 1994
ISBN 10: 0029055059
ISBN 13: 9780029055052
Used
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Seller: Bayside Books of Maryland, IOBA, Sykesville, MD, U.S.A.
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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
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Simulated Test Marketing: Technology for Launching Successful New Products
Seller: Ammareal, Morangis, France
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Hardcover. Condition: Bon. Ancien livre de bibliothèque. Couverture différente. Edition 1994. Ammareal reverse jusqu'à 15% du prix net de cet article à des organisations caritatives. ENGLISH DESCRIPTION Book Condition: Used, Good. Former library book. Different cover. Edition 1994. Ammareal gives back up to 15% of this item's net price to charity organizations. Seller Inventory # C-744-007
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