Reviews for Simulated Test Marketing: Technology for Launching Successful New Products

The average rating for Simulated Test Marketing: Technology for Launching Successful New Products based on 2 reviews is 4.5 stars.

Review # 1 was written on 2014-09-03 00:00:00 Kena Krutsinger This was a nice account of one researcher's career studying MS. The first half of the book is especially interesting, since it goes to some extent into the mechanisms of the disease. The second half sort of wanders off into the pharmaceutical research, which is less interesting to me. The discussions of Tysabri's introduction(as Antegren), and subsequent recall, is interesting -- especially since that's the medication I now take. The book ends before the drug's re-introduction into the market. Overall, I very much appreciated the book because it's not written for fourth-graders, is actually about the disease (and not one person's experience with the disease), and is not so dense that I can't access it as a layperson. What I found unsatisfying, I think, is what I find unsatisfying about the disease itself. It seems that nobody (not even scientists) really understands it, or really has more than a tenuous grasp on how the CNS itself works. Which is a sobering realization.

Review # 2 was written on 2014-10-25 00:00:00 Steven Hilaski An exemplary book illustrating the scientific advanced in our recent history in regards to multiple sclerosis. Although parts were challenging to read because I am not an M.D., most of the book was written for the medically illiterate. We, of course, have yet to find a cure and the title distracted me from this truth, but I see now why we have yet to put the puzzle together. We are attempting to "fix" a car without understanding what's under the hood. The book was good at bringing reality to light. It was good, somewhat depressing, and scientific all trying to remain hopeful. *sigh* A cure in my lifetime? I don't know.