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The NEW Launch Plan: 152 Tips, Tactics and Trends from the Most Memorable New Products [Kindle Edition]

Julie Hall , Joan Schneider

Kindle-Preis: EUR 7,21 Inkl. MwSt. und kostenloser drahtloser Lieferung über Amazon Whispernet

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Building on eight years of knowledge and data compiled from Schneider's Most Memorable New Product Launch Survey (MMNPL), The NEW Launch Plan: 152 Tips, Tactics and Trends from the Most Memorable New Products, examines successful launch strategies and tactics used by top tier consumer product companies. The annual Most Memorable New Product Launch Survey, sponsored by Schneider Associates, IRI and Sentient Decision Science, surveys more than 1,000 U.S. consumers about the most memorable new product launches of the year, as well as current purchasing and behavioral trends.


"You never get a second chance to launch a new product, so you'd better make sure you do it right the first time by reading Joan Schneider's new book, which is loaded with helpful advice and case histories. A particularly valuable guide in today's era of social media."

- Al Ries, Author, War in the Boardroom

"Joan Schneider lays out the path to new product success in The New Launch Plan. With the failure rate for new product introductions continuing to rise, this book is a must read "bible" for every marketer."

- Phil Lempert, The Supermarket Guru

"In today's always on, YouTube-infested, Twitter-centric world it's much tougher to launch a new product than even a few years ago. If you're ready to launch a new consumer product into the national market, The New Launch Plan is your blueprint for success."

- David Meerman Scott, Bestselling Author, The New Rules of Marketing & PR

"While most business books are just lots of words on a page, The New Launch Plan makes creative use of graphics and images to highlight topics covered in the book."

- Steve Garfield, Consultant


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Es gibt noch keine Kundenrezensionen auf
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Die hilfreichsten Kundenrezensionen auf (beta) 4.8 von 5 Sternen  10 Rezensionen
4 von 4 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen Launching a new product? You need this book 21. April 2010
Von Steven M. Beyer - Veröffentlicht auf
Over my 26 years in B2B marketing I have read hundreds of books on sales and marketing. Some have been good but very few have been great. The New Launch Plan by Joan Schneider goes into the Great category. Full of research from years worth of studies is one item that gives the book value. The other is how Joan takes the time to talk about how it relates to your own business and then gives you over 150 tips and tactics to build off of. Keep these new additions coming! Well worth every penny
3 von 3 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen It is a bible for best practices for product launch 14. September 2010
Von Reg Nordman - Veröffentlicht auf
This book is chock full of very good information. It is a bible for best practices for product launch. The authors ran annual surveys n the most memorable product launches . Results are listed on [...]. For our practice in B2B in the high tech world the bulk of the examples were in the retail sector, but there was a great discussion about Tweetdeck. Any marketer worth their PR ribbons must read this book. I found the chapters on success and metrics to be of great value. Some useful quotes:

* The First Moment of Truth has moved from the retail shelves to the Internet/Facebook and blogs.
* Supply shock is creating a product that is required by customers, not a choice (ie flu vaccine)
* If you create key messages without a framework you wil be mired in wordsmithing before you know it.
* Media members are short staffed, covering multiple beats - it behooves you to help them as much as possible
* Social media is another form of online customer service - do it well or do not do it

Well written and easy to get through. Good one for a 3 hr plane ride.
5 von 6 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen Priceless 24. Mai 2010
Von J. Hoflich - Veröffentlicht auf
As a product manager supervising a current product launch, this book has been invaluable. Joan has done a great job discussing the practical must-do techniques, step-by-step, while also providing real-world case studies that enable you to apply what you've learned toward your own specific challenges. A solid must-read if you're launching a new product.
1 von 1 Kunden fanden die folgende Rezension hilfreich
4.0 von 5 Sternen Detailed Launch Manual 30. Juni 2010
Von Daniel Flamberg - Veröffentlicht auf
This book, written by the principals of Schneider Associates, a Boston-based marketing communications firm specializing in launch publicity, is rooted deeply in CPG and FMCG thinking. Much of it is applicable to other categories but the heart of the book is a deep understanding of the strategic thinking, component parts and careful sequencing of manufactured product launches.

Assuming that its gets harder and harder to launch new products each day as manufacturer's battle for mindshare and media share sufficient to get their products noticed, the authors propose a "new" launch plan mentality and template to beat the odds. Using data developed in the firm's annual Most Memorable New Product Launch Surveys of 1000 consumers, part of the impetus for writing down these best practices is the goal of reversing a downward trend in launch successes.

In 2009, 51 percent of respondents could not name a single new product. This result was a 64 percent up tick in lack-of-awareness from the previous year. Ninety-three percent could not name a single new product launch after being exposed to a list of fifty. This detailed and tactically focused volume is aimed at fixing this problem.

For Joan and Julie launch is "the creation and implementation of a powerful multi-disciplinary process that successfully propels a new product in the marketplace and sustains it over time." These guys are talking about launch and product lifecycle promotion and they lay out options, ideas and tactics galore in because "creating a launch plan requires discipline and a systematic approach to insure all bases and contingencies are covered." This they do admirably in 243 densely packed pages.

Tips are detailed, enumerated and illustrated with case studies, advice and imagery. Cases range across categories as the authors plumb the key lessons and articulate how-tos. But they are also realists who insist, "The bedrock of a successful launch is real innovation." Similarly they argue "shorter is better when it comes to launch messages... Just stop and realize that nobody is listening past the first sentence."

Keenly aware that a launch plan can't be too mechanical and has to be organically synchronous with brands, they note " All launch choices should be based on your brand's attributes, the dynamics of the marketplace, how your product fits within today's retail environment, the benefits the new product brings to users and your target customer's behaviors and preferences." Beyond brand appropriateness Joan and Julie touch on every topic, from positioning, messages, advertising, social media, sampling, and measurement to keep marketers focused on the process and the prize but don't take themselves too seriously closing with the admonition, " Remember launch is both and art and science ... Make sure your launch campaign is as fresh as the product you are introducing."
1 von 1 Kunden fanden die folgende Rezension hilfreich
5.0 von 5 Sternen New Trends in Successful Product Launches 29. Juni 2010
Von CaseyMalden - Veröffentlicht auf
With social media transforming the ubiquitous online world, this is the must read bible on all things needed in today's market for a successful product launch. The NEW Launch Plan covers what to expect from your company as well as your PR firm during all stages of the crucial process. Using actual products, events, successes and failures, the mystery of what works and what fails is spelled out. These pros share their vast knowledge of how to evaluate and improve a launch and, when necessary, how to get out of your own way.

A fascinating read for anyone interested in how a new product succeeds.
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