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Book Titles No access
Market New Products Successfully
Using Simulated Test Market Technology
Authors:
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Publisher:
2006
Summary
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.
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Bibliographic data
Copyright year
2006
ISBN-Print
978-0-02-905505-2
ISBN-Online
978-0-7391-5751-0
Publisher
Lexington, Lanham
Language
English
Pages
269
Product type
Book Titles
Table of contents
ChapterPages
Table of Contents No access
List of Figures No access
Acknowledgments No access
1: Why New Products Fail No access Pages 1 - 18
2: Why Test Marketing Fails No access Pages 19 - 40
3: The Origins of Simulated Test Marketing No access Pages 41 - 56
4: How the Major STM Systems Compare No access Pages 57 - 74
5: Mathematical Modeling Marries STM: The Discovery and Litmus Models No access Pages 75 - 96
6: Inputs for a Simulated Test Marketing Model No access Pages 97 - 126
7: Diagnostic Tools to Improve a Marketing Plan No access Pages 127 - 160
8: The First Door to Success: Forecasting Awareness No access Pages 161 - 176
9: How to Find the Best Media Weight and Schedule No access Pages 177 - 190
10: Measuring the Effects of DTC Campaigns No access Pages 191 - 210
11: Toward Marketing Plan Optimization No access Pages 211 - 232
12: From the Back of an Envelope to a Marketing Navigation Station No access Pages 233 - 246
