Natural sell-in avoids pitfalls of controlled tests

Tarshis, Andrew M.
October 1986
Marketing News;10/24/86, Vol. 20 Issue 22, p14
Trade Publication
The authors argues that natural sell-in of the product by the manufacturer's sales force is the only test market approach which measures all components of new products' merchandising program. Natural sell-in provides substantial feedback on trade-related issues which can reduce the percentage of national introduction failure following a successful test market experience.


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