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Posted November 1, 2007
How to use statistics to create and market new products
Marketing gurus Howard Moskowitz and Alex Gofman believe their method of product testing, called Rule Developing Experimentation (RDE), can lower your costs, shorten turnaround time, and improve your product development, packaging, messaging and competitive analysis. RDE involves defining your problem, then testing a series of alternatives to determine its boundaries. The data you gather may confirm your expectations, but often enough it will contain surprises. Even if your customers can¿t articulate their needs, their choices and behavior will show you what they want. RDE will also inform you about how to sell to each market segment. The authors illustrate their method with interesting case studies they also include amusing, if irrelevant, sidebars (one covers the history of the tomato, for example). Their style may be digressive and flawed by the overuse of jargon, and some of the graphs and illustrations can be confusing, yet we recommend this book to experienced marketing managers who are tired of guessing about their strategies and want to base them on reliable data.Was this review helpful? Yes NoThank you for your feedback. Report this reviewThank you, this review has been flagged.
Posted November 18, 2008
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