The Book on Launch


152 Tips, Tactics and Trends from the Most Memorable New Products
By Joan Schneider and Julie Hall

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The NEW Launch Plan is a roadmap for charting masterful product launches and demonstrates how creative, integrated marketing ideas fuel and sustain launch success. Replete with case studies from brand managers on the front lines of the battle for market share, the book features candid interviews with top tier consumer product companies like McDonald’s and Anheuser Busch.

Authors Schneider and Hall draw upon decades of experience launching new products.

The NEW Launch Plan reinforces the idea that with the Web and social media, it’s no longer Business to Business (B2B) or Business to Consumer (B2C), it’s Business to Everyone, or B2E.
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Table of Contents:

Introduction: A Tough Task Gets Tougher
Chapter One: The Ever-Changing Launch Environment
Chapter Two: The New Launch Plan
Chapter Three: Launch Basics: What You Need To Do Every Time
Chapter Four: Matching Launch Strategies to Product Newness
Chapter Five: Navigating the Selling Environment
Chapter Six: Honing an Effective Launch Message
Chapter Seven: Generating Buzz through Media Coverage
Chapter Eight: Real World Launch Tactics
Chapter Nine: Tactics Fora Wired World
Chapter Ten: Social Media: Redefining How Consumers Engage With New Product
Chapter Eleven: Measuring Launch Results
Chapter Twelve: Sustaining Launch Success
Conclusion: Summing It All Up


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