"Catherine provides a great overview of the product launch process, but her book goes beyond the basic outline. She provides essential information and best practices to help your team ask the right questions and get the right answers around product definition, planning, and execution. There is real meat in this book to help any organization manage their product launch, and ensure that critical steps are not missed. I just purchased copies for my entire team."
Christian Buckley, Director, Tools and Services, XanGo LLC
"Processes are the way work gets done and value created in companies. Unfortunately, few organizations are able to understand, analyze, and optimize their key processes, especially those related to Marketing and Sales. Catherine Kitcho’s second edition of “High Tech Product Launch” provides a comprehensive framework for managing this key organizational processes and creating market success. The book carefully defines the key activities and internal organizations that must be effectively orchestrated to launch a product successfully. Her work includes practical workflows and templates to assign responsibilities and schedule tasks with special emphasis on the issues and challenges facing high tech products.
The interdependence of the Marketing Organization, Product Development, Customer Service and the Sales Force is never more crucial than when trying to gain appropriate visibility and market acceptance for a new product. "High Tech Product Launch - Second Edition" describes how each group plays a unique role in the process and how to blend their skills and expertise to achieve success. Marketing and Sales Managers should read the book together to establish a common foundation for effectively analyzing and positioning a new launch. With each product launch becoming more critical to revenue growth and corporate success, “High Tech Product Launch - Second Edition” offers practical prescription and advice in navigating the fast-changing waters of technology sales.
"
Jim Colson, Regional Sales Director, Proforma Corporation
Top of Page
|
