|
THE PRODUCT MANAGER'S DESK REFERENCE
HAINES S. wydawnictwo: MCGRAW-HILL , rok wydania 2008, wydanie I cena netto: 310.00 Twoja cena 294,50 zł + 5% vat - dodaj do koszyka
Whether a business sells tangible goods or services, product management
holds a critical position in the organization's pursuit of profits. Because traditional
departmental roles continually evolve, and because the business climate is so competitive,
the job of product manager has become exceedingly critical?yet it remains very complex.
The Product Manager's Desk Reference is the first book to lay down a comprehensive body of
knowledge for this critical function, and it is the only book that can effectively guide
product managers so that they can establish and build a successful career in product
management.
Here, product management expert and practitioner Steven Haines clearly
illustrates the entire product life cycle, from beginning to end. This outstanding work is
packed with an array of best practices and helpful hints which are critical to the
efficient management of products.
The Product Manager's Desk Reference is punctuated with useful diagrams, tables, and
templates and will help you:
- Create a master plan of record for your product
- Formulate actionable strategies
- Incorporate market data into important decisions
- Set the stage for creating innovative products
- Optimize existing products and product portfolios
- Apply financial techniques to manage product profitability
The Product Manager's Desk Reference embodies everything ?Product Management.?
It is a comprehensive, versatile, must-have resource for anyone who works in any company,
in any industry, who seeks to successfully and profitably market and manage products and
services.
Steven Haines is the founder and president of Sequent Learning Networks, a training
and advisory services firm with an international clientele, based in New York City. He has
over twenty-five years of corporate experience in finance, marketing, and product
management. Haines honed his craft in industries as diverse as wholesale industrial
products, intimate apparel, medical products, communications, and software &
technology, holding leadership roles at AT&T and Oracle. Further, he spent twelve
years as an adjunct professor at Rutgers University's business school. He holds an
undergraduate degree in Management Science with a minor in Organizational Behavior from
Binghamton University and an MBA in Corporate Financial Management from the Lubin School
of Business at Pace University.
Table of Contents
Introduction The Accidental Profession
Module 1 Foundational Elements for Product Management
Ch. 1 What Is Product Management? 5
Ch. 2 The Product Master Plan 29
Ch. 3 Leadership: Creating Influence 45
Ch. 4 Cross-Functional Product Teams: Getting Things Done 61
Ch. 5 Decision Making: What's Next? 85
Ch. 6 Finance for the Product Manager: Keeping Score 105
Module 2 Making the Market Your Primary Focus
Ch. 7 The Playing Field and the Players: Analyzing the Industry and Competition 135
Ch. 8 Finding Markets to Conquer by Understanding Customer Needs and Market
Segments 167
Ch. 9 Preparing to Set Your Mileposts: Forecasting for the Product Manager
191
Ch. 10 Strategic Product Planning: The Inflection Point 215
Module 3 The Start of the Product's Journey and the New Product Development
Process
Ch. 11 Making a Molehill out of a Mountain: The Concept Phase 265
Ch. 12 Is There Really a Business Here? Assessing Feasibility 289
Ch. 13 Appearances Are Everything: Defining the Product 319
Ch. 14 Justifying Product Investments: The Business Case 353
Ch. 15 Synchronizing the Gears: The Marketing Plan for the Product 385
Ch. 16 Execution and Oversight during Product Development 413
Ch. 17 Introducing the Product and Orchestrating the Launch 445
Module 4 Continuing the Journey: Post-Launch Product Management
Ch. 18 Auditing Results after the Launch 471
Ch. 19 Post-Launch Product Management: Running the Business 485
Ch. 20 Life Cycle Product Portfolio Management 521
Ch. 21 Enough's Enough! Discontinuing the Product 543
Module 5 Professionalizing Product Management
Ch. 22 Charting Your Career559
Ch. 23 Organizing for Product Management 569
Module 6 The Product Manager's Tool Box 591
Glossary 643
Resources and References 677
Bibliography 685
Index 689
690 pages, Hardcover
Po otrzymaniu zamówienia poinformujemy, czy wybrany tytuł polskojęzyczny lub
anglojęzyczny jest aktualnie na półce księgarni.
|