HIGH‐TECH TEST MARKETING AT CAMPBELL SOUP COMPANY
Ed Russell Jr.
(Group Research Manager of Marketing Productivity at the Campbell Soup Company)
Anthony J. Adams
(Director of Marketing Research for Campbell Soup Company)
Bill Boundy
(Senior Marketing Research Manager responsible for test marketing at the Campbell Soup Company)
1910
Abstract
Test marketing has a long history: the precursor of all of today's market research methodologies was undoubtedly trial and error. However, it remains an area of vital interest today. The promise and the performance of high‐tech test marketing can be shown from the perspective of the Campbell Soup Company.
Citation
Russell, E., Adams, A.J. and Boundy, B. (1986), "HIGH‐TECH TEST MARKETING AT CAMPBELL SOUP COMPANY", Journal of Consumer Marketing, Vol. 3 No. 1, pp. 71-80. https://doi.org/10.1108/eb008155
Publisher
:MCB UP Ltd
Copyright © 1986, MCB UP Limited