Pre-test-market Models (Hardcover) (ISBN-13: 9781024192346)

Pre-test-market Models: Validation and Managerial Implications, by Glen L. Urban and Gerald M. Katz, explores the use of pre-test market models in business and marketing. Published in 1981, this book provides a detailed examination of these models, focusing on their validation and the managerial implications of their application. It offers insights into how these models can be effectively used to forecast market performance before a product launch, aiding in strategic decision-making.

The work is particularly relevant for marketing professionals, business strategists, and academics interested in the quantitative aspects of marketing and the practical applications of econometric models. It discusses methodologies for validating these models and offers guidance on interpreting their results in a managerial context.

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