Test marketing as a tool to reduce the risk of launching new product on market

Abstract

The paper considers the role of test marketing in launching innovative product on market. The analysis of market research methods was made at the stage of pilot production in terms of theoreti- cal and practical components. The problems of methods application in Russian companies are indi-cated. The areas for further development are identified.

Keywords

marketing / innovation / test marketing / test marketing simulation

References

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RIGHTS & PERMISSIONS

Gorlevskaya L.E.