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Keywords: Test marketing
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Journal Articles
Journal:
Management Research Review
Management Research News (2003) 26 (6): 1–20.
Published: 01 August 2003
...Bhagaban Panigrahi; Fred O. Ede; Stephen Calcich Data collected from 202 large and 92 small consumer goods manufacturing firms were analysed to examine the perceptions and experiences of these companies with test marketing as part of their new product development strategy. Seventy six per cent...
