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Book Cover
Book
Author Clancy, Kevin J., 1942-

Title Market new products successfully / Kevin J. Clancy, Peter C. Krieg, Marianne McGarry Wolf
Published Lanham : Lexington Books, [2006]
©2006

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Location Call no. Vol. Availability
 MELB  658.800285 Cla/Mnp  AVAILABLE
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.
New products -- Marketing.
Test marketing.
Author Krieg, Peter C., 1951-
Wolf, Marianne McGarry, 1952-
LC no. 2005011852
ISBN 0739111795 cloth alkaline paper
Other Titles Market new products successfully : using simulated test market technology