TITLE

Natural sell-in avoids pitfalls of controlled tests

AUTHOR(S)
Tarshis, Andrew M.
PUB. DATE
October 1986
SOURCE
Marketing News;10/24/86, Vol. 20 Issue 22, p14
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
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.
ACCESSION #
19264714

 

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