Market New Products Successfully: Technology for Launching Successful New Products
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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 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.
Format:Paperback
Language:English
ISBN:073910425X
ISBN13:9780739104255
Release Date:December 2002
Publisher:Lexington Books
Length:320 Pages
Weight:1.04 lbs.
Dimensions:0.7" x 6.0" x 9.0"
Customer Reviews
1 rating
Definitive Guide For Using STM
Published by Thriftbooks.com User , 19 years ago
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.
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