Market New Products Successfully

Using Simulated Test Market Technology

Business & Finance, Marketing & Sales, Research
Cover of the book Market New Products Successfully by Kevin J. Clancy, Peter C. Krieg, Marianne McGarry Wolf, Lexington Books
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: Kevin J. Clancy, Peter C. Krieg, Marianne McGarry Wolf ISBN: 9780739157510
Publisher: Lexington Books Publication: February 2, 2006
Imprint: Lexington Books Language: English
Author: Kevin J. Clancy, Peter C. Krieg, Marianne McGarry Wolf
ISBN: 9780739157510
Publisher: Lexington Books
Publication: February 2, 2006
Imprint: Lexington Books
Language: English

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.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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.

More books from Lexington Books

Cover of the book Philosophy Imprisoned by Kevin J. Clancy, Peter C. Krieg, Marianne McGarry Wolf
Cover of the book China's Peaceful Rise in a Global Context by Kevin J. Clancy, Peter C. Krieg, Marianne McGarry Wolf
Cover of the book Embracing Epistemic Humility by Kevin J. Clancy, Peter C. Krieg, Marianne McGarry Wolf
Cover of the book Japan's Multilayered Democracy by Kevin J. Clancy, Peter C. Krieg, Marianne McGarry Wolf
Cover of the book Unsettling Science and Religion by Kevin J. Clancy, Peter C. Krieg, Marianne McGarry Wolf
Cover of the book Friends, Lovers, Co-Workers, and Community by Kevin J. Clancy, Peter C. Krieg, Marianne McGarry Wolf
Cover of the book Peace and Conflict in Inter-Group Relations by Kevin J. Clancy, Peter C. Krieg, Marianne McGarry Wolf
Cover of the book Reapportionment and Redistricting in the West by Kevin J. Clancy, Peter C. Krieg, Marianne McGarry Wolf
Cover of the book Old-Time Religion Embracing Modernist Culture by Kevin J. Clancy, Peter C. Krieg, Marianne McGarry Wolf
Cover of the book Technological Forms and Ecological Communication by Kevin J. Clancy, Peter C. Krieg, Marianne McGarry Wolf
Cover of the book Puerto Rican Identity, Political Development, and Democracy in New York, 1960–1990 by Kevin J. Clancy, Peter C. Krieg, Marianne McGarry Wolf
Cover of the book Resilient Borders and Cultural Diversity by Kevin J. Clancy, Peter C. Krieg, Marianne McGarry Wolf
Cover of the book The Social Construction of Mental Illness and Its Implications for Neuroplasticity by Kevin J. Clancy, Peter C. Krieg, Marianne McGarry Wolf
Cover of the book Communicating Revenge in Interpersonal Relationships by Kevin J. Clancy, Peter C. Krieg, Marianne McGarry Wolf
Cover of the book The Haitian Creole Language by Kevin J. Clancy, Peter C. Krieg, Marianne McGarry Wolf
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy