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To every marketing executive, the necessity and value of test marketing are often murky issues. The problem is partly that new products aren’t developed and put through their paces in a systematic enough way to let marketing men know when a test market is really in order. Compounding this difficulty is that the goals of test marketing are sometimes unclear and that the information, once gathered, is often improperly used. Beginning with an overview of sound new product development, it clarifies when a test market should be done, what its aims should be, and to what uses it should be put. Relying for many of their judgments on quoted first-person interview material with marketing executives, the authors finish with a postscript on how technological innovation can aid in test marketing.
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