ERIC Number: EJ138073
Record Type: Journal
Publication Date: 1976
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Test Marketing in New Product Development
Klompmaker, Jay E.; And Others
Harvard Business Review, 54, 3, 128-138, May-Jun 76
Discusses the role of test marketing in new product development, based on interviews with marketing executives. Attempts to clarify when a test market should be done, what its aims should be, and how it should be used. (JG)
Descriptors: Business Administration, Guidelines, Marketing, Merchandising, Research Methodology, Testing
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