TY  - BOOK
AU  - Kitcho,Catherine
TI  - High tech product launch
SN  - 0966660404
AV  - HF5415.153 .K55 1998
U1  - 658.8 
PY  - 1998///]
CY  - Mountain View, Calif.
PB  - Pele Publications
KW  - High technology industries
KW  - Management
KW  - New products
KW  - Marketing
N1  - Includes index; Introduction: The product launch process -- pt. 1. Assessing your product and market. Product definition -- Strategic objectives -- The customer -- The market -- Competition -- Channel marketing -- pt. 2. Developing your marketing strategy. Positioning -- Messaging -- External marketing programs -- Public relations and advertising -- Internal marketing programs -- The marketing plan -- pt. 3. Planning and implementing product launch. The launch team -- The launch plan -- Managing the launch -- Aftermath: lessons learned
ER  -