haku: @author Thomas, S. / yhteensä: 19
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| Tekijä: | Kent-Smith, E. Thomas, S. |
| Otsikko: | Luck had nothing to do with it. Launching the UK's largest consumer brand |
| Lehti: | Journal of the Market Research Society
1995 : APR, VOL. 37:2, p. 127-142 |
| Asiasana: | UNITED KINGDOM CONSUMERS BRANDS |
| Kieli: | eng |
| Tiivistelmä: | This paper illustrates the extensive research which was undertaken to understand the market conditions into which the U.K.'s National Lottery would be launched. The study described predicted the sales potential of the National Lottery, enabled Camelot to assess the commercial viability of the project and provided inputs into Camelot's overall business plan and marketing strategy. The study used a research methodology adapted from the Microtest technique for new product volume forecasting. |
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