Customer Reviews

New Product Launch: 10 Proven Strategies

5 star:		(13)
4 star:		(0)
3 star:		(1)
2 star:		(3)
1 star:		(0)

 

 

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!

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.

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.

I really enjoyed this book. It was full of excellent information and helped with my new product launch strategies.

If you are involved in new product launch and are a small business owner. This book is for you. It will help you to learn exactly how to launch your products like the huge corporations out there.

However, it would've livened up the book a bit more if they had included more case studies.

Hurrah to these authors for writing a much-needed and very informative book on the launch phase of new product development. Anyone who is involved in launching new consumer products would do well to read this book. The research presented is truly eye opening, and the ideas and case studies the authors gathered from launch experts at all sorts of consumer companies and ad and PR agencies should help improve any launch.

I came away from this book with a whole new appreciation of why doing a successful launch is so tough these days. If that's your line of work, this book should definitely help give you an edge. This is the first book I've ever seen that was totally devoted to the topic of launch, but I hope it won't be the last since this is an area that deserves a lot more study.

The book is not written on a sophisticated level. It seems to be directed at elementary school or high school students more than serious business professionals. Very little of the material is backed up by research or studies and many of the logical arguments presented are inherently flawed.

I do not recommend this book.

As a PR practitioner and advertising copywriter, I've always been amazed at how little information is out there about new product launches. The authors do a terrific job of walking you through what works and what doesn't, and explaining why launching a successful new product is harder than ever. The 10 success strategies are brought to life with interesting, real world examples from American companies in a wide range of industries. Whether you're on the agency side or the client side, if you're involved in a new product launch, this is a must have book.

In short, this book was informative , insightful and delivered great advice on proven techniques. The author knows her stuff and presented it in a readable fashion

I learned a tremendous amount of helpful information. Thank you, Thank you!
Since I sold my magazine publications in 1998, there have been a lot of changes in the media world. You can keep up with some of it by reading the business press, but your book really put it together.
We now own and operate web sites, every one is a product, and your book helps me plan every launch.
Good luck in the future.

Schneider revisits Cooper's Stage-Gate Product Development methodWinning at New Products: Accelerating the Process from Idea to Launch, Third Edition , but challenges the reader that Marketing/Sales/PR/Ad functions are notouriously left to the end of the Development Process, when it is ready to launch!
Therefore, the author shows through research, that creating a seperate gate for marketing & launch planning, and that engages much earlier in PD Cycle, will result in much higher probabilites for success...