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Keywords: Product testing
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Journal Articles
The Practice of Product Testing in the New Product Development Process: The Role of Model‐Based Approaches
Available to Purchase
Journal:
European Journal of Marketing
European Journal of Marketing (1984) 18 (6-7): 14–29.
Published: 01 June 1984
...Trevor Watkins Examines the potential of predictive models in the product testing stage of new product development. Draws on experience gained from a series of interviews with senior managers in the marketing departments of advertising and market research agencies and manufacturers of fast‐moving...
