Market New Products Successfully: Using Simulated Test Market Technology

by Marianne McGarry Wolf, Kevin J. Clancy, Peter C. Krieg

Book Overview

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... This description may be from another edition of this product.

• Format: Hardcover
• Language: English
• ISBN: 0739111795
• ISBN13: 9780739111796
• Release Date: February 2006
• Publisher: Lexington Books
• Length: 368 Pages
• Weight: 1.15 lbs.
• Dimensions: 0.8" x 6.3" x 9.3"

Customer Reviews

Definitive Guide For Using STM

This book really is the definitive guide for using Simulated Test Marketing (STM), a technology that can help companies increase the chances of having a successful introduction of a new product or service. Not only does the book provide a balanced view of the differences among various major systems, but also shows the reader how to actually do an appropriate simulation, and tells the reader what insights the results provide to a markeing plan. I can't see how any marketer involved with new product innovation would not be better off after having read this book.