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Volume 3, Issue 1
1 January 1986
Journal of Consumer Marketing Cover Image for Volume 3, Issue 1
Review Article| January 01 1986

HIGH‐TECH TEST MARKETING AT CAMPBELL SOUP COMPANY

Ed Russell, Jr.;
Ed Russell, Jr.
Group Research Manager of Marketing Productivity at the Campbell Soup Company
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Anthony J. Adams;
Anthony J. Adams
Director of Marketing Research for Campbell Soup Company
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Bill Boundy
Bill Boundy
Senior Marketing Research Manager responsible for test marketing at the Campbell Soup Company
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Author & Article Information
Publisher: Emerald Publishing
Online ISSN: 2052-1200
Print ISSN: 0736-3761
© MCB UP Limited
1986
Journal of Consumer Marketing (1986) 3 (1): 71–80.
https://doi.org/10.1108/eb008155

Test marketing has a long history: the precursor of all of today's market research methodologies was undoubtedly trial and error. However, it remains an area of vital interest today. The promise and the performance of high‐tech test marketing can be shown from the perspective of the Campbell Soup Company.

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© MCB UP Limited
1986
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