Books by Kevin J. Clancy

Market New Products Successfully is the definitive guidebook for using simulated test marketing (STM), a technology that can help companies dramatically improve the odds of introducing a successful new product or service. The book examines why STM is important, what the differences are between the major systems, how to do a simulation, and what insights it offers a marketing plan. It is the ultimate guidebook for any smart marketer looking to improve the financial outcome of the innovation process.

Combining research with substantive proposals for new standards, this book reveals that the greater the involvement level of viewers in a particular television programme, the greater the impact of the advertising carried by that programme.