Simulated Test Marketing
Lexington Books (Verlag)
978-0-7391-0425-5 (ISBN)
Kevin J. Clancy is Chairman and CEO of Copernicus Marketing Consulting. Peter C. Krieg is President and COO of Copernicus Marketing Consulting. Marianne McGarry Wolf is Professor of Agribusiness at California Polytechnic State University, San Luis Obispo.
Chapter 1 Why New Products Fail Chapter 2 Why Test Marketing Fails Chapter 3 The Origins of STM Chapter 4 How the Major STM Sytems Compare Chapter 5 Mathematical Modeling Marries STM: The Discovery and Litmus Models Chapter 6 Inputs for a Simulated Test Marketing Model Chapter 7 Diagnostic Tools to Improve a Marketing Plan Chapter 8 The First Door to Success: Forecasting Awareness Chapter 9 How to Find the Best Media Weight and Schedule Chapter 10 Measuring the Effects of DTC Campaigns Chapter 11 Toward Marketing Plan Optimization Chapter 12 From the Back of an Envelope to a Marketing Navigation Station
Erscheint lt. Verlag | 28.12.2002 |
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Verlagsort | Lanham, MD |
Sprache | englisch |
Maße | 151 x 230 mm |
Gewicht | 481 g |
Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
Wirtschaft ► Betriebswirtschaft / Management ► Planung / Organisation | |
Wirtschaft ► Volkswirtschaftslehre ► Ökonometrie | |
ISBN-10 | 0-7391-0425-X / 073910425X |
ISBN-13 | 978-0-7391-0425-5 / 9780739104255 |
Zustand | Neuware |
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