NEW BOOK CAPTURES BEST PRACTICES

MOUNTAIN VIEW, CA, July 1, 2005. Product launch is not well understood, but Catherine Kitcho is trying to change that. Known as the Launch Doctor, she has spent ten years helping companies and entrepreneurs launch their products, writing several books along the way. Through her work, she has created and evolved a whole new business discipline. In her latest book, HIGH TECH PRODUCT LAUNCH - SECOND EDITION, Catherine has captured the best practices of product launch that companies of any size can use to launch any type of product or service. The book is now available exclusively from the publisher at http://www.pelepubs.com, for $29.95 (ISBN: 1929936044, 259 p.)

Some people define "launch" as a one-time product announcement. In fact, 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. The challenge is how to do all of that work in a short and chaotic period of time, according to Catherine Kitcho. "Over the last few years, companies somehow got their products launched, but no one really knew how they did it. Because companies are usually in such a hurry, a launch may be done by whoever is available with no repeatable processes to guide them. In the case of startups or entrepreneurs, the problem is worse because there are fewer resources and no business processes. Without the right people and processes, products are often late to market or don't have sufficient promotional programs in place, so customers don't know about the product and therefore don't buy. Today, companies must be smarter. If products aren't properly launched, companies can't generate revenues, grow, or even survive. Companies must recognize that launch is a core business process that is critical to their future, especially in today's dynamic economy."

In her efforts to help people learn and apply this new business discipline, Catherine uses a simple and realistic approach. HIGH TECH PRODUCT LAUNCH - SECOND EDITION guides the reader through the entire launch process step by step, from data gathering and market analysis to strategy to launch implementation. The first edition of HIGH TECH PRODUCT LAUNCH (1999) was the first book to focus exclusively on product launch, and it quickly became a popular reference for marketing professionals, entrepreneurs and product managers worldwide. In the SECOND EDITION (2005), Catherine has added illustrations and lots of new content that reflects today's launch practices, such as: conducting web intelligence for market analysis, how to use messages in marketing materials, developing a launch budget, and setting up an online launch center.

Catherine Kitcho is a consultant and author of three business books. Visit her website at http://www.launchdoctor.com for additional business content, including past issues of her newsletter, the Launch Pad.

Contact:
Catherine Kitcho
ckitcho@launchdoctor.com
650-962-1389
For book orders: http://www.pelepubs.com.