TEST MARKETING AS DRESS REHEARSALS: BUNDLE TESTS AND TEST MARKET DIAGNOSTICS
Ted Karger
(President of The Nowland Organization, Inc., the strategic marketing research firm in Greenwich, Connecticut)
565
Abstract
A crucial phase in planning a new product or a major revision in an entry comes just prior to its introduction into regular business operations. At this time, the management focus is on consolidating the total program for introducing the offering to the marketplace. Marketers must engage in a sequence of important finalizing activities designed to achieve the most promising presentation.
Citation
Karger, T. (1985), "TEST MARKETING AS DRESS REHEARSALS: BUNDLE TESTS AND TEST MARKET DIAGNOSTICS", Journal of Consumer Marketing, Vol. 2 No. 4, pp. 49-56. https://doi.org/10.1108/eb008145
Publisher
:MCB UP Ltd
Copyright © 1985, MCB UP Limited