Morwitz, Vicki G.; Schmittlein, David C. - In: Management Science 44 (1998) 5, pp. 610-628
The launch of a new product or service via direct marketing is nearly always preceded by a test of that offering. Such a "live" test, conducted with a subset of the entire list of customer prospects, can sometimes be useful in a "go/no-go" decision regarding a full-scale launch of the offering....