Management of New Product Launches and Other Marketing Projects
About the Book A big percentage of marketing and sales work can and should be done as projects. These are jobs where a specific product, system or other deliverable must be produced by a specific date within a specific budget. One of the most challenging of these is a project to launch a new product – the focus of this book. Here are some of the things that must be ready on the launch date:the product itself including packaging, documentation and demonstration packages product support, including trained people and tools for customer support, broad-based promotion such as print ads, articles and white papers, website use, publicity releases and trade shows focused promotion efforts such as telemarketing, direct mail and seminars fully-trained salespeople to meet sales goals, guided by a sales management process a sales support organization ready to handle lead management pricing schedules along with contract terms and conditions marketing intermediaries, such as distributors and resellers, along with a group ready to train and support them, and a company-wide understanding of how customers benefit from the new product and how employees can play a role in the success if the launch. It is the author’s conviction that success in performing sales and marketing work is enhanced when formal project management methodology is consistently applied. So the early chapters provide the reader with perhaps the most clearly articulated project management methodology that can be found anywhere. At the end of the book he applies the material in the previous chapters to managing new product launches. The reader will find a very ample list of launch program tasks and see how they are related in work breakdown structures. Further, there is a set of Launch Readiness Checklists and instructions on using them to control product launch projects.
Rating: 
(out of 2 reviews)
List Price: $ 14.99
Price: $ 13.48
Review by Tony Curless for Management of New Product Launches and Other Marketing Projects
Rating:
I just finished reading Michael Lodato’s book “Management of New Product Launches and Other Marketing Projects”, and I wanted to take a moment to express my enthusiasm for others who may be searching for a similar resource. I should preface by saying that I have several comprehensive books on project management, but no formal education on the topic. This book is the first resource I’ve been able to locate anywhere that bridged the gap between theory and application, and satisfied my need for a logical perspective to the processes involved. Michael explains early in the book that it was based on managing product launches related to software applications, but I found it to be easily adaptable to a wide range of marketing projects.
Although I’m fascinated by the mechanics of disciplined project management, I’ll be the first to admit that my strengths are more closely related to the creative side of marketing. And even though I’ve read several books on project management, this is the first I’ve seen that really resonates with my approach to marketing tasks and workflow. It’s also a surprisingly quick read for those who are accustomed to typical books on the subject. Considering how long I have been looking for a book exactly like this, my 5-star rating may be somewhat biased. However, I truly believe this book is a invaluable resource for anyone managing a medium-to-large scale product launch.
Thank you Michael for sharing your knowledge and experience. I look forward to applying the information to my current project, and the profound impact it will undoubtedly have on future projects as well.
Tony Curless
Aftermarketing LLC
Marketing and Advertising Services for the Automotive Aftermarket
Review by Weasel 2000 for Management of New Product Launches and Other Marketing Projects
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This book provides a pragmatic and rational approach to marketing (both ongoing efforts and special projects). It is high on practical usefulness and low on hype and buzzwords. Indeed, it provides a veritable toolbox and is an excellent “how-to” guide for someone who is serious about marketing. I heartily recommend this book; it is worthy of not only an initial read, but also of reading again and again – many times over.