Market new products successfully : using simulated test marketing technology

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Title:

Market new products successfully : using simulated test marketing technology

Author:

Clancy, Kevin J., 1942-

ISBN:

9780739111796

Personal Author:

Clancy, Kevin J., 1942-

Publication Information:

Lanham : Lexington Books, c2006.

Physical Description:

xii, 269 p. : ill. ; 24 cm.

Contents:

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.

Subject Term:

Marketing -- Computer simulation.

New products -- Marketing.

Test marketing.

Added Author:

Krieg, Peter C., 1951-

Wolf, Marianne McGarry, 1952-

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:IIEMSA	1:GEN-BOOK	33168020382707	658.800285 C587M 2006	1	Searching... Unknown

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Summary

A mysterious blackmailer puts pressure on a cheating student
Everyone on campus hates Doctor Stark, the severe woman who seems to take sadistic pleasure from doling out D's and F's on her infamous chemistry exams. Never before has Shea had so much trouble in school, and never before has she considered something so awful as cheating, but this time she has no choice. Her scholarship is riding on the class, and losing the scholarship would ruin her. Shea sneaks into Stark's classroom and, terrified, makes a copy of tomorrow's exam. She thinks she's gotten away with it until the phone rings. The voice on the other end knows her secret, and promises to keep quiet if Shea follows certain instructions. As her lies overwhelm her, Shea learns that there is a much worse fate than getting a D. This ebook features an illustrated biography of Diane Hoh including rare photos and never-before-seen documents from the author's personal collection.