The product manager's handbook / Linda Gorchels.

Format:

Book

Author/Creator:

Gorchels, Linda, author.

Contributor:

Books24x7, Inc.

Language:

English

Subjects (All):

Product management.

New products--Marketing.

New products.

Physical Description:

1 online resource (viii, 392 p.) : illustrations

Edition:

Fourth edition.

Place of Publication:

New York : McGraw-Hill, 2012.

Language Note:

English

System Details:

text file

Summary:

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. The Product Manager’s Handbook examines current market-leading companies, the latest research findings, and evolving customer perceptions to provide you with the tools you need to design, produce, and market winning products—and beat the competition at every turn.

Contents:

The multifaceted nature of product management jobs and structure

Leadership and management competencies

Business competencies

Intelligence gathering

Planning frameworks

Road maps, innovation, and the fuzzy front end

Creating and getting approval for business cases

Overseeing the new product projects

Formulating and executing launch plans

Life-cycle management

Managing brand equity

Marketing strategy and go-to-market efforts

Establishing a global mindset

Goal and performance alignment.

Notes:

Title from title screen.

Includes bibliographical references and index.

Digitized and made available by: Books24x7.com.

Description based on print version record.

ISBN:

9781282273092

1282273094

9780071773416

007177341X

OCLC:

1024272104