TY  - JOUR
AB  - A critical concern for corporations test marketing new products involves test market city evaluation. In order for test marketing to be successful, corporations must identify cities that offer a good fit with the firm’s overall product strategy. Unfortunately, little has been written to aid corporations in making complex test city selection decisions. Presents a model that combines the concepts of marketing, the management science technique of goal programming, and microcomputer technology to provide managers with a more effective and efficient method for evaluating test cities and making selection decisions. Extends the existing literature on test market evaluation by applying a computer optimization model to test market evaluation in a way that has not been done before.
VL  - 5
IS  - 3
SN  - 1061-0421
DO  - 10.1108/10610429610126551
UR  - https://doi.org/10.1108/10610429610126551
AU  - Hoffman James J.
AU  - Schniederjans Marc J.
AU  - Flynn Leisa
PY  - 1996
Y1  - 1996/01/01
TI  - Test market city evaluation: a goal programming approach
T2  - Journal of Product & Brand Management
PB  - MCB UP Ltd
SP  - 24
EP  - 33
Y2  - 2024/04/24
ER  -