Top >> Book_Reviews Book Review New Product Launch: 10 Proven Strategies published July-August 2005 From a background entailing 25 years experience in launching new products and services, Joan Schneider brings us New Product Launch: 10 Proven Strategies, the first investigation of factors leading to launch success. For the past 50 years, more than 75 per cent of all new products launched each year in the US, have failed. Schneider and co-author Jeanne Yocum argue that one possible explanation for this is the many companies who do not pay enough attention to the actual product launch phase of going to market. New Product Launch: 10 Proven Strategies began as a joint academic research project to examine how marketers launch new products. The project was conducted in conjunction with Boston University’s Communications Research Centre and funded by Schneider Associates, Joan Schneider’s public relations firm. The findings from the study, including those marketing strategies which have been proven to lead to launch success, are now presented in New Product Launch: 10 Proven Strategies. The book also addresses those strategies which have been proven to fail. Schneider and Yocum begin with an investigation of the hurdles that new products face in today’s society, including constantly shifting consumer behaviour, demographics, distribution channels and media trends. The book clearly outlines the processes involved in successfully propelling new products and services into the marketplace, and once there, establishing a sustainability plan. A combination of interviews with dozens of launch experts, case studies and anecdotes of the common mistakes made during a launch, mean New Product Launch: 10 Proven Strategies is a compelling read for all PR professionals and marketing executives.   Available at www.angusrobertson.com.au

PR Influences Australian Public Relations Newsletter. Article: PR Review: New Product Launch: 10 Proven Strategies. Information Content: Book Reviews & Information