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| Tekijä: | Boundy, W. B. |
| Otsikko: | High tech test marketing at Campbell Soup Company. |
| Lehti: | European Research
1987 : VOL. 15:1, p. 52-60 |
| Asiasana: | TEST MARKETING FOOD INDUSTRY HIGH TECHNOLOGY |
| Kieli: | eng |
| Tiivistelmä: | At the Campbell Soup Company two new technologies are being used: UPC scanner at retail check-outs and individually targetable TV. The high tech test marketing presents a challenge in test administration. Tests are time-period orientated rather than project orientated. This requires careful planning and scheduling to reduce the risk of overcrowding. |
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