A New Approach to Test Marketing
Open Access
- 1 October 1966
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing
- Vol. 30 (4) , 28-31
- https://doi.org/10.1177/002224296603000406
Abstract
Today's test markets are a surprisingly obsolete management tool, says the author of this article. Their ability to predict ultimate success is proving to be both limited and questionable. Yet the limitations of traditional test marketing conflict with the growing need for greater predictive precision than ever before. This article indicates what the future may be for test markets.Keywords
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