CHAPTER 17 INTRODUCING THE PRODUCT AND ORCHESTRATING THE LAUNCH

Executive Summary

square Product launch is one of the most visible and most important activities within the product's life cycle.

square The product launch is not a one-time event. It is a series of activities carried out over a period of time, culminating in a final announcement to the market.

square Successful launches work toward a competitively attractive market window.

The launch is not a ...

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