New Product Launch: 10 Proven Strategies

Rating:
Summary: It's about time.
Review: 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.

Rating:
Summary: A must read!
Review: 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.


Rating:
Summary: A Book to Share
Review: 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.