Description |
xii,269 pages : illustrations ; 24 cm |
Contents |
Why new products fail -- Why test marketing fails -- The origins of STM -- How the major STM systems compare -- Mathematical modeling marries STM : the discovery and litmus models -- Inputs for a simulated test marketing model -- Diagnostic tools to improve a marketing plan -- The first door to success : forecasting awareness -- How to find the best media weight and schedule -- Measuring the effects of DTC campaigns -- Toward marketing plan optimization -- From the back of an envelope to a marketing navigation station |
Notes |
Includes index |
Bibliography |
Includes bibliographical references and index |
Notes |
Buesst bequest |
Subject |
Marketing -- Computer simulation.
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New products -- Marketing.
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Test marketing.
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Author |
Krieg, Peter C., 1951-
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Wolf, Marianne McGarry, 1952-
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LC no. |
2005011852 |
ISBN |
0739111795 cloth alkaline paper |
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