Date of publication: October 26, 1987

Author: Bernd Erichson


The paper is intended to explain the basic principles of TESI and to illustrate its scope of application and information. It will also be shown how test market simulation can be used to analyse existing markets, uncover the competitive relations between the brands and detect the determinant factors of buying behaviour. This information is also important for the marketing of existing brands and can support the development of more efficient marketing strategies.

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