Comprehensive guide to effective marketing and management techniques for launching products to the market. Based on the real world experience of a prominent Silicon Valley consultant, the book outlines the processes and planning needed for a successful product launch. Included are guidelines for choosing the right collateral and channels, developing positioning and messaging, managing launch teams, and effectively using the Internet and intranets for marketing programs.
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High Tech Product Launch is a compilation of the successful techniques that I have used with my Silicon Valley clients to help them through the chaos of launching a product to the market. The product launch phase of the new product life cycle is by far the most stressful, with everyone in the company hoping to get the product into the market as efficiently and effectively as possible in order to begin realizing return on investment. The launch phase refers to the process of preparing the market for your product, and putting all the vehicles and infrastructure in place to get it to market. It means preparing the direct sales force and your channels for selling the product, introducing the product to the market through public relations activities, advertising or other promotional programs, and announcing the product internally in the company to keep people informed and updated. Any product manager or marketing professional will find useful chapters to help through the entire process. This book will help you delineate a clear path and process for organizing and managing the chaos of product launch.From the Inside Flap:
The accelerating pace of high technology product development requires a new set of marketing and management skills. Launching a product to the market is the most critical phase in the product development cycle. It is also a time during which two very disparate organizations, engineering and marketing, must work in close cooperation. In High Tech Product Launch, Silicon Valley marketing consultant Catherine Kitcho provides a realistic and comprehensive guide to product launch, including all the processes and techniques necessary to accomplish the business objectives in a compressed launch cycle. The first part of the book is a guide to gathering and analyzing the key product, customer, market and channel data required for planning a successful product launch. The second part of the book focuses on the development of marketing strategy and includes chapters on positioning, messaging and marketing programs. The final part of the book provides a hands-on guide to product launch planning and implementation, emphasizing the management issues that every product launch manager must face. This book explains how to manage the processes, the planning, and the people necessary for a successful product launch, every time.
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