Market new products successfully
Subtitle: using simulated test marketing technology
By: by Kevin J. Clancy, Peter C. Krieg, Marianne McGarry Wolf.
Contributors: Krieg, Peter C., 1951-; Wolf, Marianne McGarry, 1952-
Publisher: Lexington Books
Published: 2005
Place of publication: Lanham
Language: eng
Number of pages: 269
Subjects: Marketing -- Computer simulation; New products -- Marketing; Test marketing
Notes: Includes bibliographical references and index.
Table of contents: title: Why new products fail; title: Why test marketing fails; title: The origins of STM; title: How the major STM systems compare; title: Mathematical modeling marries STM : the discovery and litmus models; title: Inputs for a simulated test marketing model; title: Diagnostic tools to improve a marketing plan; title: The first door to success : forecasting awareness; title: How to find the best media weight and schedule; title: Measuring the effects of DTC campaigns; title: Toward marketing plan optimization; title: From the back of an envelope to a marketing navigation station.