The Product Marketing Handbook for Software, 4th Edition
Review by Brian Lawley, President, 280 Group
www.280group.com
This week I received one of the first copies of the 4th edition of The Product Marketing Handbook for Software, by Merrill Chapman.
Initially I was skeptical that the book would have much to offer me. Given that I've spent the last 15+ years building my career around Product Marketing and Product Management, I thought there wouldn't be much that I hadn't learned on my own over the years. In spending a little time with it, however, I found that it actually includes many valuable insights and information that I hadn't uncovered before. Weighing in at 690 pages, this book is an extremely valuable resource for anyone doing Product Marketing or Product Management work.
The handbook is incredibly comprehensive, covering positioning, pricing, naming, distribution, research, direct marketing, PR, sales promotions, advertising, bundling, trade shows, product marketing and management processes (MRDs, product road maps, beta programs), web and internet marketing and more. It includes case studies, checklists, and even a CD with sample budgets, forms and charts and videos of the author being interviewed. Also included is an appendix with estimated costs for marketing programs, which is invaluable when crafting your marketing plans.
Given the wealth of information it contains, at $69.95 this book is a bargain. It will help you save money, increase revenues, avoid costly mistakes and launch and market your products far more effectively. To order a copy visit http://www.aegis-resources.com.
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