Market New Products Successfully

by Kevin J. Clancy (Author), Peter C. Krieg (Author), Marianne McGarry Wolf (Author)
Buy for $115.50 Excerpt

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 dramatically improve the odds of introducing a successful new product or service. The book examines why STM is important, what the differences are between the major systems, how to do a simulation, and what insights it offers a marketing plan. It is the ultimate guidebook for any smart marketer looking to improve the financial outcome of the innovation process.

Protection
DRM Protected
Format
EPUB
Publication date
February 02, 2006
Publisher
Page count
368
ISBN
9780739157510
Paper ISBN
9780739111796
File size
3 MB