Test marketing is a very wide-spread marketing term today. However, because it is seldom clearly understood, it is continually leading to misunderstandings. Frequently, one speaks of test marketing methods when one generally means scientific market research. A clear definition of terms, however, enables one to see quite clearly the purpose for which test marketing can, and may, be applied.
Authors: Matti Ahtomies, Uolevi Lehtinen
June 15, 1983
Authors: Roland F. Ortt, Gerard Loosschilder
September 1, 1994
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