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The Product Manager's Handbook, 4th Edition

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Title: The Product Manager's Handbook, 4th Edition
Author: Linda Gorchels
ISBN: 1259027724 / 9781259027727
Format: Hard Cover
Pages: 392
Publisher: TMH
Year: 2014
Availability: Out of Stock
Special Indian Edition
     
 
  • Description
  • Contents

The essential guide to seamless product management for today's fluid, unpredictable business world

Long considered the most useful and insightful guide of its kind, The Product Manager's Handbook has been fully revised and updated to give you the edge in today's challenging business landscape. It features expanded coverage of product development processes, intelligence-gathering techniques (including social media), and a greater emphasis on international issues.

This indispensable resource proves that the techniques and tools product managers use are similar'regardless of what industry they work in and what kind of products they manage. Simply put, this book has everything you need for superior job performance'whether you manage consumer or business-to-business products created by an organization that is hierarchical or horizontal.

The Product Manager's Handbook shows you how to integrate your organization's disparate segments into a cooperative, results-focused unit that produces satisfying products'from initial design through the postpurchase experience. If your job is to create and commercialize products, it provides the information you need to:

  • Balance breakthroughs and line extensions
  • Create business cases'including competitive assessment, market requirements, and risk reduction
  • Conduct gate reviews and beta testing and manage scope creep
  • Get everything in order for a smooth product launch


For those who manage existing lines, this guide provides:

  • Specific tips for each of the 4Rs of product life-cycle management
  • Brand guidelines
  • Approaches to customer message management
  • Advice on working with sales and the channel


Clear, easy-to-read charts show you how to manage each crucial step from conception to completion, and practical checklists help you evaluate progress at every stage. Interviews with seasoned product management consultants and top-performing product managers provide you with dynamic, proven strategies for addressing potential problems in marketing, production, cross-cultural communication, and more.

Preface
Acknowledgments

Part I : Bedrock Concepts
Chapter 1 :
The Multifaceted Nature of Product Management Jobs and Structure
Chapter 2 : Leadership and Management Competencies
Chapter 3 : Business Competencies
Chapter 4 : Intelligence Gathering
Chapter 5 : Planning Frameworks

Part II : Upstream Product Management : Strategic New Products and Initiatives
Chapter 6 :
Road Maps, Innovation, and the Fuzzy Front End
Chapter 7 : Creating -and Getting Approval for - Business Cases
Chapter 8 : Overseeing the New Product Projects
Chapter 9 : Formulating and Executing Launch Plans

Part III : Downstream Product Management : Ongoing Life - Cycle Management and Growth
Chapter 10 :
Life-Cycle Management
Chapter 11 : Managing Brand Equity
Chapter 12 : Marketing Strategy and Go-To-Market Efforts

Part IV : Fine - Tuning
Chapter 13 :
Establishing A Global Mindset
Chapter 14 : Goal and Performance Alignment

Notes
Index

 
 
 
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