Innovation remains an arduous and painful process for many companies, doing untold damage to brands, profitability, and careers. Some have used line extensions to mitigate risk, but all too often they have ended up extending the core brand into oblivion. Others have used test markets to help gauge opinion before a national rollout, only to have competitors snatch ideas and undermine results. Given the problems with conventional approaches, it's not surprising that 90% of new products and services fail. Market New Products Successfully is the definitive guidebook for using simulated test marketing (STM), a technology that can help companies dramatically improve the odds of introducing a successful new product or service. The book examines why STM is important, what the differences are between the major systems, how to do a simulation, and what insights it offers a marketing plan. It is the ultimate guidebook for any smart marketer looking to improve the financial outcome of the innovation process.

Market New Products Successfully: Using Simulated Test Market Technology

Business & Money

Kevin J. Clancy

Peter C. Krieg

Marianne McGarry Wolf

Marketing & Sales

Lexington Books

Counterintuitive Marketing: Achieving Great Results Using Common Sense

Free Press

In the last 30 years, consumers went from buying what they were told to buy, to proving that they would buy whatever they felt like, to becoming the world's most competent shoppers. The authors show how off-course most marketing campaigns are and prepare businesses for the coming marketing revolution.

The Marketing Revolution: A Radical Manifesto for Dominating the Marketplace

Management & Leadership

HarperBusiness

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Books by Kevin J. Clancy