Definition
Product launch involves introduction of a new product to market, usually accompanied by advertising and other marketing communications.[1]
Launch control is the process by which management plans for and supervises the introduction of a new product. The product’s progress is monitored against pre-established norms, variances are detected, and corrections made such that the original goals set for the product are achieved.[2]
References
- Govoni, N.A. Dictionary of Marketing Communications, Sage Publications (2004).
- American Marketing Association, AMA Dictionary.