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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Editorial Reviews
Review
"This is the most complete and practical guide to product launch available today. It should be on the desk of every product manager." -- Rob Abel Senior Director, Product Development Oracle Corporation
I asked a fellow marketing director if she had read "High Tech Product Launch". I told her, "Hey, it's a great book, I even took it with me on my vacation to Maui." I sat there on the beach reading that book. And the cover - wow. Fantastic. I hope to see this book used as a textbook. It holds information that has taken most of us years to gather. Very good. Thank you for providing your peers with a very valuable guide. -- R.H., Director of Product Marketing, San Jose, CA
I finished reading your book on High Tech Product Launch and thought it was great. I really like the fact that you had a section on positioning which is so important and one of the first things we emphasize in planning for a successful launch. -- Sabrina Horn, CEO, The Horn Group, San Francisco, CA
I recently read (and continually reference) your book. With 15 years product engineering experience, this is the first time that I've been exposed, formally, to this side of the product process...I didn't know what I was missing! I think you've done a fabulous service by writing this book. Thanks for a great book. -- L.F., Product Engineering Manager, Chicago, IL
What a great book! Our firm specializes in launching and relaunching technology companies and I am buying several copies to use as tutorials for our new employees. Thanks for writing the first book that I ever found that's dedicated to this subject. -- Karen See, Abovo Marketing Group, Atlanta, GA
I asked a fellow marketing director if she had read "High Tech Product Launch". I told her, "Hey, it's a great book, I even took it with me on my vacation to Maui." I sat there on the beach reading that book. And the cover - wow. Fantastic. I hope to see this book used as a textbook. It holds information that has taken most of us years to gather. Very good. Thank you for providing your peers with a very valuable guide. -- R.H., Director of Product Marketing, San Jose, CA
I finished reading your book on High Tech Product Launch and thought it was great. I really like the fact that you had a section on positioning which is so important and one of the first things we emphasize in planning for a successful launch. -- Sabrina Horn, CEO, The Horn Group, San Francisco, CA
I recently read (and continually reference) your book. With 15 years product engineering experience, this is the first time that I've been exposed, formally, to this side of the product process...I didn't know what I was missing! I think you've done a fabulous service by writing this book. Thanks for a great book. -- L.F., Product Engineering Manager, Chicago, IL
What a great book! Our firm specializes in launching and relaunching technology companies and I am buying several copies to use as tutorials for our new employees. Thanks for writing the first book that I ever found that's dedicated to this subject. -- Karen See, Abovo Marketing Group, Atlanta, GA
From the Author
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.
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Most Helpful Customer Reviews
26 of 27 people found the following review helpful:
1.0 out of 5 stars
Product Launch For Non-Launch Managers,
By Al Leong (San Francisco, CA United States) - See all my reviews
This review is from: High Tech Product Launch (Hardcover)
This book was disappointing....On the positive, the author shares a year 2000 perspective of the product marketing process that has taken hold in the silicon valley. It provides a real-world look at the way business organizations approach marketing verses how marketing was taught in school... it also goes into understanding the politics of marketing high-tech. So, don't throw away your marketing degree. This book is probably written for non-marketers entering marketing or wanting a glimpse of what it's like on the inside of DotComLand. But the book really highlights the need for PR, and advertising agencies with a deep understanding for market research, demographics, segmentation strategies and analysis. This book does not go into any practical ways to do any of these. The style of writing is refreshingly simple... perhaps a little too simple. Because she takes nothing for granted about the reader that it seems obvious what she's saying.... Example: Brochures: "brochures can be simple, short black-and-white pieces or elaborate productions with lots of artwork and color. They are usually designed in a coordinated fashion so that the graphics or illustrations and the text together convey a specific look and feel." And, I ask, "So?" The author loses credibility along the way through her writing style, but provides insight by focusing on the important components of marketing that are used today. For marketing professionals and academics, the author has, in fact, redefined marketing terms and concepts altogether. A product life cycle now has three stages: product idea, product development, product launch! And Porter's competitive model goes out the window.... "Marketing Strategy" is now defined as: positioning, messaging, external marketing programs, public relations and advertising, internal marketing programs, and the marketing plan. A most ironic part of the book (pp. 165-169) calls for the reader to actually hire a launch manager to do the work for which she professes to provide insight on. I thought you were educating me through this book on how to do that. What this book IS good for: telling you how the job is done today and what to expect if you want to do the job.... but it doesn't go further in telling you what to actually do. This is interesting, but impractical.
38 of 42 people found the following review helpful:
2.0 out of 5 stars
I must have accidentally ordered a brochure...,
By
Amazon Verified Purchase(What's this?)
This review is from: High Tech Product Launch (Hardcover)
...because this hardly qualifies as a real book.If you're looking for the meat in product management/product launches in the high-tech world, this is not the place. This book is only 200 pages and has HUGE type. Quantity obviously does not correlate with quality, but there is nothing in here beyond the most basic marketing "tips" to launching a new product. There is no mention of the differences between hardware vs. software product launches and no case studies or real-world examples at all. As a newly minted MBA and a current marketing manager for a software company, I didn't find anything new here. It's marketing 101. ...the book most certainly does not belong on the desk of EVERY product manager. If you are technical person who has little to no experience in marketing, you may find this useful as a STARTER to understanding the marketing side of the equation, but don't expect any detailed, how-to advice.
9 of 10 people found the following review helpful:
3.0 out of 5 stars
Elementary Watson,
By
This review is from: High Tech Product Launch (Hardcover)
Book is based more on what the old high tech business model was, I got money and I got to spend it. Lacks insight into creating a product launch that is more than a one off event. The lack of understanding why people buy and the value delivered is a major weakness. Strengths of the book is that style is the key focus and not substance, so if lipstick and blush are critical to your product launch this is the book for you.
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