Market New Products Successfully: Using Simulated Test Market Technology

By Marianne McGarry Wolf, Kevin J. Clancy, Peter C. Krieg

Book Overview

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.

• Format: Hardcover
• Language: English
• ISBN: 0739111795
• ISBN13: 9780739111796
• Release Date: February 2006
• Publisher: Lexington Books
• Length: 368 Pages
• Weight: 1.15 lbs.
• Dimensions: 0.8" x 6.3" x 9.3"

Customer Reviews

Definitive Guide For Using STM

This book really is the definitive guide for using Simulated Test Marketing (STM), a technology that can help companies increase the chances of having a successful introduction of a new product or service. Not only does the book provide a balanced view of the differences among various major systems, but also shows the reader how to actually do an appropriate simulation, and tells the reader what insights the results provide to a markeing plan. I can't see how any marketer involved with new product innovation would not be better off after having read this book.