Average Reviews:
(More customer reviews)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!
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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.
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