Customer Reviews

High Tech Product Launch

5 star:		(4)
4 star:		(4)
3 star:		(3)
2 star:		(1)
1 star:		(3)

 

 

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.

...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.

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.

This is an excellent book for someone who wants a good overview of building and implementing a marketing plan. Catherine does not go into to much detail but brings up all of the right questions to answer in order to guide the user through the process.

As someone working for an Internet company and used to short development cycles, she does a very good job of not just explaining the "what" but also the "how-to" (practical) side of building a new product. All in very a very simple to understand manner.

The only reason I gave it a 4 star rating is because she does not go into the budgeting of a new product. I think it is a critical part of the new product development process and she only mentions it.

The book does a fine job of introducing the issues one may face in a new product launch, but goes no further. While reading, one keeps looking for practical example, case studies, research, templates, guides, anything... and they never materialize. This introduction also extends to basic orgination functions. "The sales training group will usually have the greatest reponsibility for internal marketing..." (p. 147) OK fine. Now what? Page 146 offers some of the book's most in depth practicality in the form of a matrix of sales collateral types v. recipients. Huh?

A small bun with no burger. Where's the beef?

Having worked in the software industry for 15 years, I was looking forward to this book, hoping it would give me some guidance in how to launch our company's next product release. Well, I did get some good ideas, but this volume is very short and very light on details. Frankly, we had already thought of many of the product launch tasks described in this book. And there are no actual examples from real companies -- undoubtedly because of the author's need to keep her client experiences confidential. However, for a neophyte to high-tech product launch, this is a pretty good starting place. Recommended -- but expect a view from 50,000 feet, not a detailed road map.

"High Tech Product Launch" is a practical book, all the way. This book not only describes the product launch steps, but also the crucial steps required to define a successful product in the first place.

The first 12 chapters of this book are seep'd with practical words-of-wisdom on topics related to successful product definition, such as market assessment, competitive analysis and positionining. These are critical yet often overlooked steps in product definition. Armed with the information in these earlier chapters, the author then moves on to describe launch plans, launch team and launch management issues.

I recommend this book to all who are involved in defining a successful product and taking it all the way to the market. Happy launching...

If someone is going to take up a Product Manager's role for the first time, this book is very handy to understand the key factors which needs to be addressed in a product launch plan. Catherine has described it in a very simple manner and step-by-step approach. The book doesnt give a readymade solution which you can use verbatim but provides primitives which will definitely be of great help. Last but not the least, as a product manager you will be able to produce output as soon as you get on to the job.

An amazingly thorough guide to all things involving high-tech product launch. With my future pegged to marketing and high-tech Catherine Kitcho's book is timely. Catherine Kitcho offers practical advice and deep insight in a style that is enjoyable and easily understood. This book is a must for anyone involved in high-tech product launches.

A very thorough step by step tutorial on how to successfully launch new products in a high tech environment. Practical, comprehensive, and well written by a person who demonstrates experience, expertise and first hand knowledge on what it takes to win in today's rapidly changing, competitive environment.