New Product Launch: 10 Proven Strategies (Hardcover)

by Joan Schneider (Author), Jeanne Yocum (Author)

Editorial Reviews

Review
"Break through the new product clutter using these innovative techniques." --Chris Carroll, marketing director, Subway Franchise Advertising Fund Trust


Product Description
Marketing professionals will be able to leverage the power of a successful new product launch with these experience-tested strategies. High-profile case studies from legendary brands including Procter & Gamble, Kellogg's, Lee Jeans, Pepperidge Farm, and Hewlett Packard highlight the pitfalls to avoid and the strategies to employ in a launch campaign. Statistical research and interviews explain key issues at each step of the launch-planning process such as who should serve on the team and how to time the launch, presenting a clear, compelling blueprint for product launch success.

See all Editorial Reviews

Product Details

• Hardcover: 240 pages
• Publisher: Stagnito Communications (October 1, 2004)
• Language: English
• ISBN-10: 0975297902
• ISBN-13: 978-0975297902
• Product Dimensions: 9.1 x 6.3 x 1.2 inches
• Shipping Weight: 1.2 pounds (View shipping rates and policies)
• Average Customer Review: 4.3 out of 5 stars See all reviews (15 customer reviews)
• Amazon.com Sales Rank: #418,120 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

15 of 16 people found the following review helpful:

2.0 out of 5 stars A great book if you have a $3mil launch budget!? NOT for small businesses!, December 18, 2005

By	C. Lockwood-mawson (Melbourne, AUSTRALIA) - See all my reviews (REAL NAME)

I'm a small 2 person business based in Australia looking to release a new product, but this book is written for and ideal only for multimillion dollar, international companies with gigantic million dollar launch budgets, and with access to hundreds of staff to gather a "Launch Team".
Small businesses need more advice than multimillion dollar company's and given the expertise of the authors I believe they missed their boat in their own target audience for this product.
While this book does have the occasional tip or two, they are very few and far between; most of the copy refers back to a study they conducted, making for a book full of facts and statistics, not hands on, step by step advice.
If you can't find anything else to assist you, then for sure, take a read of this, but otherwise, keep looking. I found it hard to motivate myself to continue and finish it.
Wish I could be more positive, but I'm going to stick with my Guerrilla Marketing series of books, inspiring, motivational and practical!

4 of 4 people found the following review helpful:

5.0 out of 5 stars A Book to Share, November 5, 2004

By	Michael Read (Orange, Ca) - See all my reviews (REAL NAME)

I've read a lot of material about new product development but have never been able to find much written about the launch process itself, so I was very curious when I saw this new book. My curiosity was rewarded with a highly interesting, well-written book that gave me a new and better understanding of how to launch new consumer products.

Schneider and Yocum first set the stage with a fact-filled section that explains all the factors that are making it difficult to launch new products these days. Then they devote the rest of the book to providing ideas about how to go about doing the best launch possible, even if you don't have a large launch budget. The fact that their ideas are backed up by research was impressive; this is actually the first reliable research I've ever seen on this topic.

4 of 4 people found the following review helpful:

5.0 out of 5 stars It's about time., November 1, 2004

By	P. Mullaly (Hingham, MA USA) - See all my reviews (REAL NAME)

As the head of a graphic design firm that sometimes helps clients with product launches, I was very happy to see that someone has finally written a book on this subject...and an excellent book it is! This book is full of sound advice and creative ideas that I plan to share with clients who are in the throes of developing launch plans. The authors expose many of the mistakes I've seen companies make, including calling their creative agencies in at the last minute before a launch or not allowing the agencies to work together as a true creative team. The brief launch tips that are spread throughout the book from experts are particularly helpful; readers can learn a lot from these little nuggets that should help them improve their future launches.