TITLE

What is Wrong with Test Marketing?

AUTHOR(S)
Stanton, Frank
PUB. DATE
April 1967
SOURCE
Journal of Marketing;Apr1967, Vol. 31 Issue 2, p43
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
The testing of marketing innovations by actually placing them in a limited number of test markets and then observing consumer reaction has become a way of life for most consumer packaged-goods companies. But this writer points out that this is a much less rewarding method than if several shibboleths concerning test marketing were laid aside.
ACCESSION #
4997365

 

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