Simulated Test Marketing: Technology for Launching Successful New Products - Softcover

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

Softcover

ISBN 10: 073910425X ISBN 13: 9780739104255

Publisher: Lexington Books, 2002

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 this title

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.

Edition details

• Publisher: Lexington Books
• Publication date: 2002
• ISBN 10: 073910425X
• ISBN 13: 9780739104255
• Binding: Paperback
• Language: English
• Number of pages: 320