Market new products successfully : using simulated test marketing technology
Kevin J. Clancy; Peter C. Krieg; Marianne McGarry Wolf
| Year of publication: |
2006
|
|---|---|
| Authors: | Clancy, Kevin J. ; Krieg, Peter C. ; Wolf, Marianne McGarry |
| Publisher: |
Lanham, Md. [u.a.] : Lexington Books |
| Subject: | Innovation | Marketingmanagement | Marketing management | Marktforschung | Market research | Simulation |
| Description of contents: | Table of Contents [gbv.de] ; Table of Contents [loc.gov] |
| Extent: | XII, 267 S. graph. Darst. |
|---|---|
| Type of publication: | Book / Working Paper |
| Language: | English |
| Notes: | Includes bibliographical references and index Why new products fail -- Why test marketing fails -- The origins of STM -- How the major STM systems compare -- Mathematical modeling marries STM : the discovery and litmus models -- Inputs for a simulated test marketing model -- Diagnostic tools to improve a marketing plan -- The first door to success : forecasting awareness -- How to find the best media weight and schedule -- Measuring the effects of DTC campaigns -- Toward marketing plan optimization -- From the back of an envelope to a marketing navigation station 0510 |
| ISBN: | 0-7391-1179-5 ; 978-0-7391-1179-6 |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10002772685