The updated version of this popular launch guide captures the best practices of product launch for today's dynamic economy. Product launch has become a critical business process, necessary for companies to generate revenue, grow or even survive. The practice of launch includes all of the work done during the three months before a product is made available to the market, requiring a unique blend of marketing and project management skills. Companies of any size can use this book to guide them through the critical launch process for any type of product or service. Marketing professionals, entrepreneurs, and product managers will find all the information they need for the entire launch process.
The first edition of this book became a classic reference for the basics of product launch, used worldwide by companies and individuals. The Second Edition builds upon the principles of the first edition, with new content, 44 illustrations and updated examples. The content guides the reader through the launch process, from data gathering to analysis to planning to implementation. The techniques presented can be used to launch any type of product or service.
Who's buying it?
Marketing professionals, launch managers, product managers, entrepreneurs, marketing directors, marketing communications and P.R. firms, and small business owners.
What's the content?
A practical, how-to guide for launching any product or service that covers the launch process from beginning to end. The basic principles of launch are included, such as market and competitive analysis; market strategy; external and internal marketing programs; creation of marketing plans; compiling launch plans; and launch management. To expand this basic content, several new topics have been added:
-Using web intelligence techniques to support market analysis -Analyzing competitive environments -Mapping the business model and planning distribution -Using messages in market materials -How to write a press release -Creating launch schedules for managing and reporting -Developing and managing launch budgets -Setting up an online launch center
How is the book being used?
-Launch managers use it as a reference to guide launch activities and train the launch team -Product managers use it to do market analysis and develop marketing plans -Marketing directors use it to do strategic launch planning and management -Entrepreneurs use it to learn what they need to do to launch their product and company -Marketing communications and P.R. firms use it to help guide their clients through launch
Catherine Kitcho is a consultant and author who specializes in product launch and strategic marketing, and is known as The Launch Doctor. Based in California, she has worked with more than 50 companies of all sizes from startups to the Fortune 500 to launch their products and develop repeatable launch processes. She has also worked with many entrepreneurs, helping them launch their companies as well as their first products. Catherine is the author of three books on marketing and new product management. In addition to HIGH TECH PRODUCT LAUNCH-SECOND EDITION, she also wrote FROM IDEA TO LAUNCH AT INTERNET SPEED, a complete guide to new product management with an emphasis on profitability. She also writes a regular column at her launchdoctor website called The Launch Forum, and posts launch tips on Twitter.
