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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.
A great book! This book is accessible and will be of interest to the person wanting mostly the big picture, who will marvel at the plethora of real-world examples; the person wanting a higher level of detail, who will enjoy the history of the development of STM and its key differences from traditional test marketing; and finally, to the person who wants to really spend a lot of time "inside the black box," who will appreciate the discussion of the inner workings of the various models. Market New Products Successfully is a must read for anyone who even nibbles in the area of marketing research, new product development, product strategy in general, or advertising and promotional strategy. -- Paul D. Berger, Boston University It's clearly written and easy to understand-without being dumbed down. This is the best practioner book I've seen on the subject. -- R.M. (Erik) Gordon Marketing Manaement Kevin Clancy and his colleagues are the simulated test marketing gurus, and their book is a thorough and highly practical investigation of the topic. -- Roland T. Rust, Robert H. Smith School of Business, University of Maryland