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
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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.

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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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