Do test market research right, or just skip it

Semon, Thomas
October 1990
Marketing News;10/29/1990, Vol. 24 Issue 22, p10
Trade Publication
The article focuses on the concept of test market research. The importance of timing in developing and introducing a product is discussed. Factors often missed by most test market programs are cited, including monitoring of competitive and other marketing activities. It is said that advertising-oriented executives fail to recognize the influence of external factors such as competitive advertising and promotion, on the success of their own campaign.


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