Simulated Test Marketing

Technology for Launching Successful New Products

Kevin J. Clancy, Peter C. Krieg, Marianne McGarry Wolf (Autoren)

Buch | Softcover

320 Seiten

2002 | New edition
Lexington Books (Verlag)
978-0-7391-0425-5 (ISBN)

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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.

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.

Chapter 1 Why New Products Fail
Chapter 2 Why Test Marketing Fails
Chapter 3 The Origins of STM
Chapter 4 How the Major STM Sytems Compare
Chapter 5 Mathematical Modeling Marries STM: The Discovery and Litmus Models
Chapter 6 Inputs for a Simulated Test Marketing Model
Chapter 7 Diagnostic Tools to Improve a Marketing Plan
Chapter 8 The First Door to Success: Forecasting Awareness
Chapter 9 How to Find the Best Media Weight and Schedule
Chapter 10 Measuring the Effects of DTC Campaigns
Chapter 11 Toward Marketing Plan Optimization
Chapter 12 From the Back of an Envelope to a Marketing Navigation Station

Erscheint lt. Verlag	28.12.2002
Sprache	englisch
Maße	151 x 230 mm
Gewicht	481 g
Themenwelt	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
	Wirtschaft ► Betriebswirtschaft / Management ► Planung / Organisation
	Wirtschaft ► Volkswirtschaftslehre ► Ökonometrie
ISBN-10	0-7391-0425-X / 073910425X
ISBN-13	978-0-7391-0425-5 / 9780739104255
Zustand	Neuware