Steve Jobs (Guiltinan , pp . 509-529 , 2002 .
Launch planning involves both strategic and tactical decisions (Biggadike , pp . 103-111 , 2005 . Whereas the former entails details such
as product innovation , market targeting , and market leadership , the
latter pertains to choosing marketing mix elements , of which marketing
communications represents the central concern (Guiltinan , pp . 509-529 ,
2002 . In the launch process , marketing communications refer to...