Market New Products Successfully
Using Simulated Test Market Technology, New Edition
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 d…
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Produktdetails
Weitere Autoren: Krieg, Peter C. / Wolf, Marianne McGarry
- ISBN: 978-0-7391-1179-6
- EAN: 9780739111796
- Produktnummer: 2232131
- Verlag: Lexington Books
- Sprache: Englisch
- Erscheinungsjahr: 2006
- Seitenangabe: 282 S.
- Masse: H23.5 cm x B15.7 cm x D2.1 cm 604 g
- Abbildungen: HC gerader Rücken mit Schutzumschlag
- Gewicht: 604
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