Cover image for Market new products successfully : using simulated test marketing technology
Title:
Market new products successfully : using simulated test marketing technology
Author:
Clancy, Kevin J., 1942-
ISBN:
9780739111796
Personal Author:
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.
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