Open AccessTest marketing as a tool to reduce the risk of launching new product on market
Author(s) -
L. E. Gorlevskaya
Publication year - 2015
Publication title -
izvestiâ mgtu "mami"
Language(s) - English
Resource type - Journals
eISSN - 2949-1428
pISSN - 2074-0530
DOI - 10.17816/2074-0530-66966
Subject(s) - test (biology) , marketing , product (mathematics) , production (economics) , business , new product development , product marketing , market research , marketing strategy , industrial organization , economics , mathematics , microeconomics , paleontology , geometry , biology
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.