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The updated version of this popular launch guide captures the best practices of product launch for today's dynamic economy. Product launch has become a critical business process, necessary for companies to generate revenue, grow or even survive. The practice of launch includes all of the work done during the three months before a product is made available to the market, requiring a unique blend of marketing and project management skills. Companies of any size can use this book to guide them through the critical launch process for any type of product or service. Marketing professionals, entrepreneurs, and product managers will find all the information they need for the entire launch process, from data gathering and market analysis to strategy to launch implementation. In this Second Edition of High Tech Product Launch, author Catherine Kitcho has added illustrations and lots of new content that reflect the most current launch practices, including: -Using web intelligence to support market analysis-How to use key messages in marketing materials-Finding the right market strategy for the product-Developing a launch budget-Setting up an online launch centerMore Reviews and Recommendations Catherine Kitcho is a Silicon Valley consultant and marketing instructor, specializing in strategic marketing, product launches, and project management. Her client base includes high tech icons such as Cisco, 3Com, Oracle, Quantum, and Aspect. Prior to establishing her consulting practice, she was a business development executive and program manager for several Fortune 100 companies. She is also an adjunct professor of marketing for the MBA programs of Golden Gate University and Santa Clara University. She holds degrees from Michigan State University and Golden Gate University. |
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